Digital public relations: A leading and cost-effective channel for Public Awareness in the Public Sector

This article examines the pivotal role of digital Public Relations (PR) as a primary and highly cost-effective channel for achieving public awareness, particularly within governmental, regulatory, environmental, and health organizations. The paper outlines digital PR as the online evolution of traditional PR, emphasizing its strategic application across diverse digital platforms, including websites, social media, and Web 2.0 channels. A central argument advanced is that consistent publishing of online content through digital PR activities represents the most economical method for cultivating widespread public awareness and aflention. Furthermore, the analysis explores the crucial complementary function of digital PR, demonstrating how exposure through traditional mass communication channels often motivates individuals to seek additional information online, thereby reinforcing the overall impact of integrated campaigns.