| Abstract: |
The advent of digital media have sparked remarkable innovations across all aspects of human activities, including public relations which has undergone a profound transformation in the wake of this revolution. This study investigated the usage of digital media among public relations professionals in Ebonyi State. The objectives of the study included to: investigate the extent to which public relations professionals in Ebonyi State use digital media in the discharge of their duties, examine the benefits of digital media on public relations practice in Ebonyi State. The study was anchored on technological determinism theory. Survey research design was adopted with questionnaire as the instrument of data collection. Census sampling technique was employed for the distribution of the questionnaire. The population of 73 public relations professionals participated in the study. The collected data were analysed using simple percentages and frequencies, and presented in tables. The study found that to a high extent public relations professionals in Ebonyi State use digital media in the discharge of their duties. This f inding also showed that the benefits of digital media/ platforms on public relations practice include: easy communication, speed in information dissemination, increased brand reach and wide visibility, enhanced productivity and efficiency and facilitate access to high quality resources for reach and professional development. The researchers among other things recommended that public relations professionals in Ebonyi State should invest more in training and acquisition of digital skills to understand and apply latest digital tools to execute public relations jobs efficiently. |
