Digital Public Relations and the Strategy of taking advantage of the New Media Characteristics in the Persuasive Process

Abstract

This Paper is entitled “Digital Public Relations and the Strategy of taking advantage of the Characteristics of New Media in the Persuasive Process” is a theoretical attempt to identify the new tools that new media provide to public relations practitioners in the persuasion process and offers strategies to benefit from the digitalization of public relations and media in this process. This research aims to determine how public relations can rely on media tools that can fully meet the recipient's needs while taking advantage of the effects of multiple messages and continuous and rapid communication, as well as developing a strategy to determine the extent in which digital public relations can benefit from the features of new media. In the process of persuasion, within the framework of the media richness methods which measures the characteristics of media based on its richness with multimedia information, the level of interaction in two-way communication, and the speed of feedback, researchers have identified four strategies for effectively using new media tools in the persuasion process: coverage, communication, message content, and ease of use.