Digital Transformation and Public Relations:
new challenges for PR Academics and professionals

This network is concerned with developing a greater understanding of the new trends characterizing digital communication field at both theoretical and professional levels, such as Digital Transformation, Artificial intelligence, Chatbot-based relationships. Additionally, the network is addressed to create new knowledge concerning the different strategic and tactical practices within digital field across different European countries. The following outcomes are expected:

The development of offline (during the EUPRERA conference) and online spaces of discussion for sharing research ideas and developing theoretical and empirical knowledge about (but not limited to): AI-based technologies; digital transformation and change management; social media scenario, dynamics and trends; organizational digital assessment processes; data-driven content creation and organization-public relationships; digital metrics and measurement processes.

The creation of online resources (research, empirical case studies, national and international best practices) in order to create a body of theoretical and practical knowledge useful for research and teaching activities.

Network leader

Grazia Murtarelli
IULM University, Italy

How can EUPRERA members join the network?

Scholars who are members of EUPRERA are encouraged to join the network. To join, please contact the network leader Grazia Murtarelli (

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