Public Relations in Digital Transformation: An Analysis of Yeşim Güçdemir’s Work

Abstract

In her 2024 publication Digital Transformation and Public Relations, Yeşim Güçdemir addresses digitalization in the context of public relations and comprehensively conveys to the reader how digitalization has brought about changes in public relations. According to Güçdemir, digital transformation has irreversibly affected communication and, consequently, social relations. While transforming society, digital transformation has also brought about significant changes in almost every sector. Güçdemir examines the effects of digital transformation on public relations practices and its contributions to communication in the context of artificial intelligence and social media, supporting these effects with current examples. This critique evaluates the contributions of the work to the literature on digitalization and public relations. Another objective of the critique is to evaluate how the advantages and disadvantages of digital transformation for public relations are presented to the reader.