Public Relations and Business Marketing

Abstract

Public relations techniques work more and more closely with marketing strategies precisely because today reputation is built mainly online. Public relations is a vital part of any company, regardless of its size and niche, and helps to establish and maintain the best possible public image and reputation. Public relations in the online environment uses digital channels and tools, in harmony with traditional tools and channels, always with the aim of improving the company's relationship with the reference audience or the market itself. In this paper I will analyze how digital PR allows companies to relate to their target audience directly or indirectly thanks to the channels that the Internet makes available and what is the impact on the buying behavior of consumers.