Digital Public Relations Skills in the New Era

This study includes the development of the field of digital media and communication, and the increasing speed of the Internet’s dominance in all fields and sectors, digital public relations is more comprehensive and more diverse, which gives public relations and communication officials enormous capabilities in delivering their message to the target audience in an effective manner. This strategy is not limited to mastering the methods of speaking and public speaking, in order to improve the image of the institution, but it goes beyond it to work on collecting and analyzing knowledge, keeping pace with the requirements of the times, and focusing on value, speed, and creativity by relying on modern technologies, the results indicated that through developing their skills to the digital space, PR professionals can successfully navigate the challenges and opportunities of the new era.