Abstract: The article examines the process of digitalization in public and media communication within European monarchies, with a particular focus on the United Kingdom. The central hypothesis posits that monarchies employ contemporary communication channels to promote causes, enhance personal branding, increase public visibility, announce campaigns, communicate decisions during crises, and pursue other related objectives. The study analyses the transformation of traditional royal public relations into a digital environment through the utilisation of social media platforms, official online channels, and targeted strategies aimed at engaging younger audiences. Selected case studies, situations, and examples from campaigns and activities of monarchs are assessed through the lens of public relations and media studies. The article presents findings from a secondary analysis of statistical data on digital engagement across monarchies. Various scholarly perspectives on the modern communication channels used by monarchs and members of royal families are outlined. A comparative analysis is conducted regarding the construction of digital image among representatives of European monarchies, including those of the United Kingdom, Spain, Sweden, Denmark, and the Netherlands, as well as a non-European example: Her Majesty Queen Rania of the Hashemite Kingdom of Jordan. Keywords: PR, digital PR, monarchies, social networks, digitization, algorithms.
Tsvetelina Uzunova (Sun,) studied this question.