Public relations and technology
Session
Journalism, Media and Communication
Description
Digital communication or electronic media are now an indisputable part of our daily lives and consequently an important means of disseminating and exchanging information. This paper provides an analysis from the point of view of the connection between theory and practical work taking as a case study the work of the media office of UBT, with a special focus on the role of digital communication in public relations and the promotion of UBT. The existing literature framework has an increased emphasis on conventional media, and their impact but this paper made an important correlation with recent academic papers on digital communication by providing a context of how the media office has adapted to the technologies and online platforms that have formed the main communication base of the institution.
Keywords:
media office, UBT, digital communication, electronic media
Session Chair
Votim Hanoli
Session Co-Chair
Adnan Merovci
Proceedings Editor
Edmond Hajrizi
ISBN
978-9951-437-96-7
Location
Lipjan, Kosovo
Start Date
31-10-2020 1:30 PM
End Date
31-10-2020 3:00 PM
DOI
10.33107/ubt-ic.2020.352
Recommended Citation
Jerliu, Edona, "Public relations and technology" (2020). UBT International Conference. 139.
https://knowledgecenter.ubt-uni.net/conference/2020/all_events/139
Public relations and technology
Lipjan, Kosovo
Digital communication or electronic media are now an indisputable part of our daily lives and consequently an important means of disseminating and exchanging information. This paper provides an analysis from the point of view of the connection between theory and practical work taking as a case study the work of the media office of UBT, with a special focus on the role of digital communication in public relations and the promotion of UBT. The existing literature framework has an increased emphasis on conventional media, and their impact but this paper made an important correlation with recent academic papers on digital communication by providing a context of how the media office has adapted to the technologies and online platforms that have formed the main communication base of the institution.