HOW VIRTUAL ASSISTANTS ARE TRANSFORMING PUBLIC RELATIONS: EXPERIENCES OF CROATIAN CLIENTS

Abstract

Digital transformation has profoundly reshaped public relations, accelerating flexible work arrangements and the use of specialized external collaborators. Within this landscape, the profession of virtual assistants has expanded from predominantly operational tasks toward communication functions of microstrategic relevance within digital communication processes. This paper examines the role and contribution of virtual assistants in Croatia’s public relations sector, focusing on clients’ perceptions and experiences. A qualitative research design was employed, including semi-structured interviews with five virtual assistants and five clients, followed by thematic analysis. Findings indicate that clients value virtual assistants for operational relief (content management, scheduling, analytics) as well as for operational-analytical contributions (adapting message tone, moderating dialogue, interpreting engagement metrics). The study also identifies an increased responsibility for ethical and professional standards, particularly in the domains of data protection and the transparent use of artificial intelligence. At the theoretical level, the paper relies on two-way communication and communication excellence at the micro level of digital interactions, where virtual assistants do not participate in strategic decision-making at the board or top management level, but instead indirectly support the adaptation of communication practices through feedback interpretation and dialogue moderation. The paper contributes empirical insights into professional practices and collaboration patterns between virtual assistants and clients in the Croatian context and offers recommendations for the standardization of competency profiles, the development of specialized roles, and the establishment of ethical and security protocols.