Due to the COVID-19 pandemic, the digital world has developed exponentially and
has transformed the way the market works. Given the growth of virtual companies on
Instagram since 2020, there was a need to study how Public Relations and Digital
Marketing can be used in this context. Thus, this research aims to discuss the role of
Public Relations and Digital Marketing in digital companies, analyzing the strategies
used by FOP Company and Reformando Camiseteria on Instagram. In addition, the
current work has the nature of exploratory basic research, with a qualitative approach
and the procedure used bibliographical research and case study, as well as content
analysis. Thus, it was possible to observe that companies, despite being present in
the online environment, still do not efficiently use PR and Digital Marketing strategies.
Therefore, this research allows micro-entrepreneurs to have in-depth knowledge about
the strategies needed to act in the digital, showing in a clear and dynamic way the
benefits of acting strategically.
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