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This paper seeks to analyze how local media in Serbia, North Macedonia and Bulgaria have integrated digital technologies and tools into their work and corporate communication during the pandemic.

The methodology used in the research is based on a qualitative approach reflected in the use of semi-structured interviews with 26 media professionals. The research questions were: (1) In terms of their use of digital technologies, what are the differences and similarities between Serbia, Bulgaria and North Macedonia? (2) How did the local media digitize their work and internal communication during the state of emergency in the target countries? (3) Is there a digital divide between local and national media?

The results show changes in the work conditions for local media during the pandemic, both regarding the needs of the public and media professionals, along with a greater call for the integration of digital technologies and tools relative to the pre-pandemic period. The integration of digital technologies into local media’s daily work and the mechanisms in which they can change the way of reporting, production and work environment in this part of the world has been underresearched.

This research is limited by the number of interviewed media professionals as well as the negative consequences of the COVID-19 pandemic. The results can be the basis for broader research on local media in Balkan countries that have not been the focus of academics so far.

The study looks at how digital technologies are integrated into media production processes as well as into internal strategic communication and work organization under the influence and conditions of the pandemic. This type of analysis has not yet been carried out in any of the three countries, and it is especially pertinent because it compares data from nations that are culturally similar yet have distinct political, social, and digital development and features. In addition to that, the study focuses on the impact of local media and thus contributes to theory further, as the impact of local media has been underresearched internationally despite its large influence on public opinion formation.

This paper aims to analyse the current literature on women in public relations to establish trends and areas of inquiry in the literature and identify research gaps for future research.

A total of 223 articles have been empirically analysed using thematic analysis to identify trends in the existing literature. The data has been coded and analysed per decade (1982–1989, 1990–1999, 2000–2009, 2010–2019). The articles have been identified by searching major journals in the field of public relations and communications, as well as snowballing from identified articles.

The results show that the majority of academic articles have been produced by using lived experiences of women working in the public relations industry and thus reflect the professional situation of female public relations employees. The results show that the position of women has reached a full circle in four decades of research and returned to the discriminatory work environment. Finally, the results show that a liberal feminist perspective has an advantage in the literature since the majority of works have been produced in the United States; however, there is an increase in authors calling for the use of socialist and radical feminism.

The paper provides a comprehensive literature review of works published in the field. The paper takes an empirical approach to the analysis rather than the descriptive one, which helped in identifying major trends in the research and identified a research gap for future inquiries.