Exploring the symbiotic relationship between digital marketing and public relations: Does ‘Digital PR’ encompass digital marketing in public relations, or does it work the other way around? Digital Public Relations (PR) transcends the simple act of maintaining a favorable online image for a company. It transforms into a strategic communication practice that harnesses the power of the online world to cultivate and sustain a positive brand reputation. By strategically leveraging online channels like websites, blogs, and social media platforms, digital PR practitioners employ various tools and techniques to achieve several key objectives.