Digital Governance in Public Relations Media Organizations

Every day that passes, we get closer to McLuhan's interpretation of the global village, and this concept becomes more concrete for us with concrete examples. Jobs, tools and even identities undergo serious and challenging changes. The global village, which is being created and evolved on a digital platform, needs capable digital leaders. The key to the success of organizations, especially media and public relations organizations, which are considered a kind of media organization, is having digital managers and leaders in media organizations as the most important components of management. The purpose of this article is to examine the evolution process of the concept of digital leadership, the components of digital leadership, to estimate the amount of attention of global scientific studies and researches to the category of digital leadership and to express the characteristics of digital leaders. Research method: This research is one of the descriptive-interpretive research that was done with the document study method. In this research, systematic content analysis of literature review has been used as a research approach. This research has been done in a period of five months by studying and reviewing articles, books and national and international databases.