PAPERS- VOLUME 2, ISSUE 2 (Sept-2017)

Impact of Digital Marketing on Public Relations in Emerging Market Scenario

Mr. Anmol Sharma
Dr Ramna Singla


With the digital universe growing at a scorching pace, many domains – from publishing, marketing and advertising to public relations, among others – are experiencing the impact of the consequent changes in consumer behaviour. Professionals in numerous domains are therefore confronted with novel challenges and unexpected opportunities, even as they come to grips with the changing dynamics of the digital era. The present paper brings together key findings from across the recent literature to enhance overall understanding of current and future challenges posed by digital marketing to public relations. It remains unclear whether current theoretical frameworks can fully accommodate field of public relations and evidence suggests that many public relations practitioners are struggling with the impact of digitalization, and especially the Internet, on their practice. Public relations educators may need to review the concept of digital marketing in light of new media developments and industry responses. Possible threats and opportunities presented by digitalization for public relations are explored and directions for further research in this area are suggested.

Keywords: Customers, Digital Marketing, Public relations

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