This article examines the role of digital public relations tools in establishing sustainable, long-term relationships with target audiences under conditions of digital transformation. The efficiency of tools such as trust-building mechanisms, SEO optimization, content marketing, influencer collaborations, and social media marketing in the digital landscape is analyzed. The research provides a comparative study between advanced foreign experiences (USA, UK) and local practices within the digital media environment of Uzbekistan. In conclusion, scientific and practical recommendations are developed for brands and public organizations to enhance audience loyalty.

Digital PR, target audience, long-term relationships, foreign experience, content marketing, online reputation, SMM, brand loyalty.

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