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
grazia.murtarelli@iulm.it

Can EUPRERA members still join the network?

Yes. Scholars who are members of EUPRERA are encouraged to join the network. To join, please contact the network leader Grazia Murtarelli (grazia.murtarelli@iulm.it).

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