THE DIGITAL IMAGE: OPPORTUNITIES AND CHALLENGES

Prof. D. S. Lubomir Stoykov

In PR and image-making a fundamental value is the public's trust in the source of information, resp. to the corporate communications directorate, the press center or the public relations department. In order for the communication strategy to be successful, there must be such factors and prerequisites related to the person whose image is launched in the space, such as media adequacy, competence, topicality, modernity, attractiveness, charisma, etc. These and a number of other features and characteristics of the image are typical for both traditional and digital image-making. What are the differences?

One of the most significant dissonances between the digital image and the public image of the era before network communications is the freedom and accessibility to social media and social networks. The dependence of PR managers and communication specialists fades on the desire, policy and orientation of the management of traditional media - paper and electronic, incl. newspapers and magazines, radio and television. In fact, anyone can now be a journalist, editor, producer and media boss in general, on their Instagram, Facebook or Twitter account, ie. it depends on him and only on him what image - be it corporate or personal, he will be able to construct, manage and develop. At no cost or almost free.

Extremely fast feedback and lightning-fast collection of the audience's opinion - approvals and disagreements; innovative and advanced networking technologies that allow not only an infinitely wide range and scale of messages, but also their effective visualization and - why not - the magnetic and attractiveness of messages in profiles and accounts; mobility and diversification of digital communication thanks to smartphones and unique and extremely functional applications - through them at any time and from any place the construction of the digital image can be supplemented, corrected, improved and modified in the desired direction. However, this whole galaxy of possibilities is also a great challenge to intelligence, taste, professional, ethical, cultural and aesthetic values, because in the event of a shortage of skills and qualities for network communication, the image effect can be catastrophic and infinitely negative.

Building an adequate digital image in the virtual world is a challenge for every member of the network community. Professional and quality image construction and online reputation requires a combination of qualities and abilities - intelligence and competence, on the one hand, technological literacy and innovative thinking, on the other hand, fast and accurate reflection and creative flexibility, on the other hand. Don't be tempted to build a reputation quickly, because it's impossible. Don't be fooled by the ease with which you have access to the world information network and social media, don't look around smugly, don't brag recklessly. Be patient, self-critical and reasonable. And emotional - too. Positive digital image and perfect online reputation are like pure love and true friendship: here insincerity, falsehood, narcissism and replay are extremely unwanted, harmful and even fatal. They are deadly for the best endeavors, for the brightest feelings, and for the purest intentions.

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