Home / Archive / Vol.1 No.1 (2025)/Article

Exploring the Adoption of E-PR in Bangladesh: Evidence from Multiple Institutions

Keywords

Abstract

Public Relations (PR) refers to the strategic communication efforts undertaken by organizations, individuals, or entities to build and maintain a positive image and establish strong relationships with various stakeholders, including the public, customers, employees, investors, media, government authorities, and more. In contrast, E-PR is a unique way of promoting organisations, individuals, or entities by enhancing visibility in a virtual environment. The study's primary purpose was to explore how Public Relations Practitioners (PRPs) adopt E-PR practice in their respective organisations in Bangladesh to achieve institutional goals. The study utilises mixed methods, incorporating both qualitative and quantitative methods. Quantitative data has been collected through interviews with PRPs from diverse sectors through purposive sampling techniques to gain insights into their perceptions of EPR. Qualitative data was collected by reviewing secondary sources like books, articles, reports, etc. 82 professionals participated in a Knowledge, Attitude and Practice (KAP) survey. The multiple regression model was employed to analyse the data for this study. The study found that respondents have an average level of knowledge, attitude, and practice in utilizing EPR opportunities in their daily PR activities. However, they are eager to embrace the benefits of EPR.

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