Technology shapes modern public relations practices by enabling real-time communication and fostering engagement. Tools such as social media allow PR professionals to share news, respond to crises, and interact with audiences more directly. Digital analytics help assess public sentiment and measure campaign effectiveness, informing strategy adjustments. Furthermore, technology facilitates content creation and distribution, enhancing storytelling capabilities. However, the rapid pace of technological change requires PR professionals to stay adaptable and informed. Overall, technology enhances the reach and impact of public relations, transforming how organizations interact with stakeholders.