MEDIA AND DIGITAL LITERACY OF PUBLIC RELATIONS EXPERTS IN CRISIS COMMUNICATION

Abstract

Objectives. This paper delves into the significance of media literacy for PR professionals, especially during crises. Ineffective media communication and poor strategic planning can erode trust, weaken stakeholder relations, and lead to social media crises and a loss of public legitimacy. Materials and Methods. The Cision Global State of Media Report (2022) reveals a decline in media trust and highlights journalists’ preferences for multimedia content. This study examines two crisis situations in Bulgaria: 1) NEXO, a leading digital asset management institution accused of fraud in the USA, and 2) TELUS International Bulgaria’s content moderation issues on Facebook. The focus is on communication techniques like official statements, press releases, and media interviews. The communication techniques used for media relations, like official statements, open letters, press releases, press conferences, and media interviews, are considered for the purposes of this publication. Results. There’s a noticeable gap in research on PR professionals’ media and digital literacy. The NEXO case underscores the challenge journalists face in understanding crises in specialized sectors and the importance of PR specialists in conveying complex information. The TELUS case highlights failures in crisis communication, ineffective diversion tactics, and improper handling of accusations. Conclusions. PR professionals must prioritize the media and journalists during significant public crisies. While media communication practices are evolving in the digital age, the relationship between journalists and PR experts is crucial, yet strained by factors like mistrust and poor communication. Both parties play a pivotal role in shaping public discourse during crisies and have an ethical duty to provide clarity to society.

Keywords

• media literacy
• digital communication
• crisis
• bulgaria
• public relations