THE MODERN TRANSFORMATION OF POLITICAL PARTIES’ PUBLIC RELATIONS: INTERNATIONAL EXPERIENCE AND INNOVATIVE COMMUNICATION METHODS

Abstract

This research paper examines how political parties’ public relations systems are being transformed in the context of globalization and digitalization. It investigates contemporary models of political communication, digital public relations (PR) technologies, and the influence of social networks on political processes, drawing on examples from the United States, European countries, and Asia. It also discusses the transition from traditional PR approaches to interactive, data-driven communication models. The paper analyzes new strategic directions for political parties’ public engagement, including the potential of Big Data, artificial intelligence, and digital platforms. The findings suggest that, in the contemporary political environment, the use of innovative communication methods is a decisive factor in ensuring political legitimacy and public trust.