THE DIGITALIZATION OF INFORMATION SERVICES AND PUBLIC RELATIONS: OPPORTUNITIES AND CHALLENGES

Аннотация

This article explores the digitalization of information services and public relations, analyzing its transformative impact on communication strategies and stakeholder engagement. It discusses the main opportunities presented by digital tools and platforms, including enhanced accessibility, interactive communication, and real-time feedback. Simultaneously, the article examines the challenges posed by this shift, such as issues of information authenticity, digital divide, data privacy, and the need for new competencies among public relations professionals. Drawing on case studies and recent research, the article provides practical recommendations for leveraging digital channels while mitigating associated risks. The findings offer a deeper understanding of the evolving landscape of public relations and highlight theimportance ofstrategically integrating digitalization intocommunication practices. Keywords: digitalization, information services, public relations, communication strategies, stakeholder engagement, authenticity, digital divide, data privacy, communication practices.