Introduction

Nowadays we can hardly imagine our daily lives without media. New means of communication are developing drastically, and seem to penetrate every part of people's every day existence. Considering the changes, which were brought to our world with the development of the internet, it is significantly important to analyze and understand the evolution of media due to the rapid growth of the web world.

The one of the relevant questions of our time is the emergence and development of such phenomena as social media and its influence on media world and modern society at all. Personally I am mostly interested in the use of social media in making Public Relations and the evolution of public relations with the appearance of social media. Writing my posts, I would like to present my readers not only my individual approach to this actual question, but the history of the development of public relations, and the form they firstly emerged in, the relations of PR and traditional media, opinions and comments of authoritative figures of PR world such as Michael Buckley (Brunswick Group), David Krane (Google Ventures), Lynn Fox (Klout) and so on. My personal comments on the relevant articles dedicated to the role of social media in public relations.