Organisations increasingly rely on digital PR strategies to engage with their target audiences in the quickly changing digital landscape. However, for these efforts to be successful, it is essential to comprehend public perceptions and participation. Complex tasks are finding the elements that affect engagement, deciphering audience reactions to digital PR communications, and understanding how trust affects the public’s impressions. Thus, this study employed a quantitative method to explore the factors that influence the effectiveness of digital PR campaigns in engaging and resonating with the target audiences. I also examined how individuals interpret and respond to messages conveyed through digital PR channels (e.g., social media and influencer collaborations). The study used a qualitative method involving twelve participants. Data were gathered using in-depth interviews. I used the thematic data analysis method to analyse the data. The main findings and their implications are presented in the entire paper.