The rise of digital intelligence: challenges for public relations education and practices

Purpose This research paper explores the development of four categories of skills (operational, informational, strategic and digital fluency) as dimensions of the digital intelligence. The purpose of the pilot study is to determine the consequences of these gaps on PR practices and the directions for educational adaptation.Design/methodology/approach A questionnaire was applied on a convenience sample of 98 PR students from Romania, in March 2014. The majority of students (n = 88) were of 20 to 25 years of age.Findings The results of the survey showed an approximately equal level of development for each of the four skills in the sample of PR students (with a lower degree for the information skills). The general level of development is rather good and shows that the digital literacy acquirement is a need for the specialists from older generations to communicate with younger publics.Research limitations/implications The third category of skills (strategic skills) has been coded as a set of actions - instead of being coded as a set of self-assessed abilities - which created differences in measuring.Originality/value The results showed the level of public relations students related to the development of new skills in the digital environment.