<![CDATA[This study examines the transformation of business communication in the digital era and its implications for Public Relations (PR) practice. The main focus is the shift in communication patterns from conventional to interactive digital models and PR adaptation in facing the rapid flow of information. The research method uses a literature review by examining journals and previous publications from credible databases such as SINTA, Google Scholar, EBSCO, DOAJ, Copernicus, and Dimension. The results show that digitalization, through social media, collaboration applications, big data, and artificial intelligence, makes business communication faster, more transparent, and participatory. This requires public relations to play a role not only as a conveyor of information, but also as a facilitator of dialogue, a digital reputation manager, and a data-driven strategic decision-maker. The digital era opens up opportunities to expand audience reach and increase engagement, but also presents the risk of communication crises that can go viral quickly. In conclusion, the success of modern public relations depends heavily on the ability to adapt to digital technology, data-driven strategies, and consistency in building public trust.]]>
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