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Online Resources and Tools for Digital PR

Author

Listed:
  • Nikolay Vankov

    (University of National and World Economy, Sofia, Bulgaria)

Abstract

The purpose of this article is to examine and present online resources, tools and opportunities for digital PR. Change in consumer behavior is a major factor for the digitization of business organizations and in particular their public relations, it‘s the driving force - the reason for the total “invasion” of social networks, blogging, microblogging platforms, websites and other resources for Internet communication. The subject of the article are online resources and tools divided into classic, as the website and blog of the organization and the new Web 2.0 tools such as social media Facebook, Google+ and LinkedIn, microblog platform Twitter, RSS (Really Simple Syndication), social bookmarking. The hypothesis that the author checked is that reconcile classical and new tools for PR, the organization can achieve success in the digital space. On the Internet, content is king. For this purpose, the author adopts the following methodology: the essence and characteristics of digital PR, explore online resources for digital PR - classic and new tools, analyze users and their online behavior, draw conclusions about the current state of digital PR and opportunities facing organizations uses various online resources and tools.

Suggested Citation

  • Nikolay Vankov, 2014. "Online Resources and Tools for Digital PR," Ikonomiceski i Sotsialni Alternativi, University of National and World Economy, Sofia, Bulgaria, issue 2, pages 45-55, June.
    • Handle: RePEc:nwe:iisabg:y:2014:i:2:p:45-55
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    More about this item

    Keywords

    digital PR; content marketing; online communication tools;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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