Conclusion

In conclusion it must be said that we are entering a world in which the flow of information and perceptions will drive much of the value creation in a highly networked global economy. The PR industry should be looking forward to a time of massive prosperity, in which it extends itself to play in entirely new fields of media and communication. Yet many of the existing participants will need to adopt a new stance and actively develop new skills to do this effectively. Those that re-conceive their role and potential impact, could well be masters of the universe

Social Media is powerful. It is not only changing “the game,” it is also inspiring everyone across every marketing discipline to evolve or quickly become victims of media “survival of the fittest.”

The essence of traditional concept of PR is studied in our research paper; the features of its evaluation to the concept of The New PR are discovered; the changes of media are observed; the concept of The New is analyzed and the features of Ukrainian social media landscape are described. As a result, some ways of participating in Social media are provided in this work.

Materials, observed in our research paper can be used by those concerned with the problems of adapting to the transforming concept of PR as it brings together many useful data and a wealth of ideas for future development of the above mentioned problem. We expect the abstract will stimulate further studies as well as catch attention of the general public. Further work needs to be done to explore the ways of solving the problem of inefficiency of modern advertising depend on the further advertising development itself.