*CFP* “DIGITAL MEDIA STRATEGIES”, SPECIAL EDICION, PRISM JOURNAL

As journalism undergoes a profound redefinition and reorganization of its field of activity (Rusbridger, 2018; Nielsen, 2016; Bell, 2014; Anderson et al 2013; Clarke, 2013; Jorge, 2013; McChesney & Nichols, 2010; Leonard & Schudson, 2009), aggravated by a seemingly unending crisis; as well as the media relations — which despite being an embryo of Public Relations (Cutlip, 1994), has always been a more effective tactic for projecting services, institutions and personalities into the public space (Bernays, 1971) — have been losing weight in strategic communication processes (Ribeiro & Jorge, 2018). We need only go back 10 years to remember that there was no promotion and reputation building without the backing of news in the media; media agencies hired journalists or students of journalism to format promotional content according to journalistic conventions (Maat, 2008; Lewis et al, 2008; Kopplin & Ferraretto, 2001). Throughout the history of the persuasion industry (from ancient press agents to publicists or public relations), media relations have always been the most effective and therefore most profitable areas (Lloyd & Toogood, 2015). Macnamara, 2014; Miller, 2008).

With the arrival of social networks, promotion was no longer the hegemonic control of press and communication advisors, as individual citizens began to have the ability to disseminate information to a considerable number of people with a single click (Castells, 2012; 2009; Wu et al, 2011). The creation of opinion makers has also become democratized and we have all witnessed the proliferation of the huge tribe of influencers who often enjoy a following greater than personalities of the highest political, cultural or sporting sphere (Ekdale, 2019), as well as any citizen with no specific education in the field. Information-building or unrecognized reputations can often surpass mainstream audiences of “big media” (Allcott & Gentzkow, 2017).

In politics, the wave of populism has gained public space and conquered the electorate, not through traditional media (because they interpret and measure credibility), but through the practically exclusive use of social networks (Figueira & Santos, 2019).

Despite media relations practices accompanying the fall of Journalism, the two activities have always been accomplices in the media process, and the persuasion industry was able to adapt to this new wave, changing its modus operandi, adapting to behavior and Market requirements (Johnston & Rowney, 2018). Public relations agencies reduced media relations and public affairs departments, regained the effectiveness of old idea of “events”, and were able to create new digital departments (Ribeiro & Jorge, 2018), in which social network management takes the main role.

It is in this context, the magazine Prisma.com proposes the call for papers dedicated to the theme “*Digital Media Strategies*” with the objective of launching a publication bringing together works of theoretical reflection and/or presentation of empirical studies of how the press office operates in a digital environment. Thus, it is of particular interest to the team of editors of this issue all contributions that focus on:

• Contemporary media relations
• Media relations or digital office?
• Digital influencers and their relationship with the media relations
• The sources of information in digital media
• Training of communicators in a digital environment
• Professional practices of digital communication in press offices
• Challenges of the media relations in digital media
• Work environment of press offices in digital times
• Crisis management in a digital environment
• Social networks as a promotional medium
• Public relations in digital environment
• Public opinion and social networks
• The effect and influence (direct or indirect) of digital media on people
• Other digital communication studies

Articles should be submitted by January 31, 2020, through the website of Prisma.com journal, observing the Instructions for authors. Articles that fit the theme, Digital Media Strategies, in Portuguese, Spanish, French or English.

Prisma.com is an open access journal and APC free publication dedicated to research at the intersection of Communication, Information and Technology. It is owned by the research unit CIC.Digital-Porto - Center for Research in Communication, Information and Digital Culture.

Prisma.com publishes: a) articles of a theoretical, essayistic or commentary and reflection nature, as well as monographic works in the fields of Communication, Information and Science Sciences, Arts and Technologies; b) works of empirical nature, privileging its inter and transdisciplinary nature; c) Critical reviews of the literature of these domains; d) news about current or future activities, as well as interviews and other informational and dissemination materials in these areas of knowledge.