This study aims to explore the role of public relations in service institutions within the context of modern technology. As technology continues to revolutionize communication and interaction, it has become imperative for service institutions to adapt their public relations strategies to effectively engage with their audiences. This study investigates the impact of modern technology on the practices and strategies of public relations in service institutions, and its implications for building and maintaining positive relationships with stakeholders. The research methodology includes a comprehensive review of existing literature on public relations, technology, and service institutions, as well as in-depth interviews and surveys conducted with public relations professionals in various service sectors. The findings indicate that modern technology has transformed the way public relations operates in service institutions, creating both opportunities and challenges. The study underscores the increasing significance of social media, online platforms, and digital communication tools in shaping public relations efforts for service institutions. Additionally, it highlights the need for a proactive and strategic approach to managing the online reputation of service institutions, as well as the importance of transparency and authenticity in communication.