آموزش سواد رسانه‌ای و توانمندی کارکنان روابط عمومی در مواجهه با چالش‌های فضای دیجیتال

Abstract:
With the expansion of digital technologies and social media, the professional environment of public relations has encountered increasingly complex challenges, including information overload, the spread of misinformation, changes in audience behavior, and the need for rapid responses to media crises. This study aimed to investigate the role of media literacy education in empowering public relations personnel to face the challenges of the digital space. Media literacy is defined as the ability to analyze, evaluate, produce, and disseminate media messages in an informed and creative manner. It enables public relations professionals to enhance their performance in digital environments through analytical skills and strategic decision-making. The research adopts a descriptive–analytical approach based on a review of documents and previous studies, with data collected from relevant scholarly and research sources. The analysis indicates that media literacy education enhances practitioners’ ability to identify misinformation, manage rumors, produce credible content, and engage effectively with digital audiences. Furthermore, such training improves analytical and strategic skills, increases productivity, and enables practitioners to communicate organizational messages creatively and promptly across social media and digital platforms. The findings demonstrate that media literacy education not only empowers public relations practitioners at the individual level but also serves as a strategic tool for maintaining organizational credibility and enhancing organizational standing in a competitive digital environment. Accordingly, it is recommended that organizations design continuous and practical training programs, utilize innovative educational technologies, and develop operational guidelines for managing misinformation and digital crises, thereby improving staff capabilities and organizational effectiveness in the digital space.