PUBLIC relations (PR) has experienced a profound transformation in the digital age, giving birth to PR 2.0. This evolution represents a shift from traditional PR practices to a more dynamic and digitally driven approach. PR 2.0 leverages the power of the internet, social media, data analytics and interactive content to shape public perception and enhance brand reputation.

The digital ecosystem is the main feature of PR 2.0. It includes websites, social media platforms, blogs, online forums and multimedia content. This ecosystem allows organizations to engage with their target audiences in real time, creating a more interactive and responsive PR landscape.