This chapter answers questions such as: How are digital media and digitalization transforming public communication? What is the working framework in which journalism and PR operate? What is journalists’ and communications professionals’ daily work? The first part of the chapter covers the impact of digitization on journalism and PR, and how this affects their relationship. It introduces the concept of attention economy to elucidate the consequences that the digital financing model has on public communication. It then provides an insight into the recent developments in journalism and PR by presenting novel forms and formats of digital communication, which are at the heart of media linguistics research. The second part of the chapter focuses on the concepts of media literacy, digital literacy, visual and visualization literacy and data literacy, and how these skills translate into journalists’ and communication experts’ daily job, particularly when faced with the new ethical challenges posed by new digital technologies and tools. The chapter closes by presenting the discipline of ethics in general and with a special focus on media ethics in journalism and PR and digital media ethics.

How to build an ecosystem of trust in digital health? The availability of large amounts of personal data, combined with AI and ML capacities, Internet of Things and strong computational platforms, has the potential to transform healthcare systems in a disruptive way. The emergence of personalised medicine offers opportunities and raises new legal, ethical and societal challenges. A silent shift towards data-driven preventive and personalised medicine may improve diagnosis and therapies while reducing public health costs. In order to build trust, risks such as data breaches, privacy issues, discrimination and eugenics must be addressed. This chapter presents the disruptive nature of AI and ML technologies in healthcare, and makes specific recommendations to build a trustworthy digital health system. Special attention is given to governance by international institutions as well as key principles like transparency, accountability and decision-making processes in a medical context. We first identify the key parameters to advance the field of digital health in a responsible way. Second, we propose possible solutions to shape a sound policy in digital health taking into account a rights-based governance framework. The last part of the chapter is dedicated to the accountability scheme.