Public Relations and Its Contemporary Challenges: A Systematic Literature Review

Abstract

This study presents a Systematic Literature Review (SLR) that synthesizes contemporary challenges in public relations (PR) based on four key scholarly articles retrieved from Semantic Scholar. The reviewed studies represent diverse contexts—Malaysia, Bangladesh, global PR measurement practices, and ethical public relations—yet collectively highlight the complex and evolving nature of modern PR work. Utilizing PRISMA 2020 guidelines, 48 records were initially identified, and four studies met the final inclusion criteria. The synthesis reveals four central themes: (1) digital transformation pressures, particularly the need for enhanced ICT competence and adaptation to real-time communication; (2) limitations in PR measurement, including the absence of standardized evaluation tools and insufficient organizational support; (3) structural and organizational challenges, such as weak leadership backing, outdated communication systems, and inadequate staffing; and (4) ethical dilemmas driven by misinformation, client pressures, digital manipulation, and insufficient ethical training. The review identifies significant research gaps, including the lack of integrated models connecting digital, ethical, structural, and evaluation challenges, as well as limited cross-context comparative analyses. Overall, the findings emphasize that PR challenges are interrelated rather than isolated, necessitating holistic and strategic approaches. The study concludes with recommendations to strengthen digital literacy, enhance ethical accountability, improve organizational support, and establish evidence-based measurement frameworks. This review contributes to a more comprehensive understanding of PR’s contemporary challenges and offers a foundation for future research and professional development.