CROSS CULTURAL PUBLIC RELATIONS AND SOCIAL MEDIA A THEORATICAL APPROACH

ABSTRACT The new paradigm of Public Relations is partly a consequence of a sudden developmentof information technology, which is particularly manifested in the factthat theorganisations have recognized the importance new media hason the accomplishment of their aims. Between media and communication there existsa very interactive (symbiotic) relationship, because media industry trends and patterns for media contents production head towards preference of sensation–seeking contents, whereas theorganisations can, due to their actions, ensurethemselves maximum presence in the media. In so doing, the organizationsare constantly trying to manipulate and exploit free media for theirown purpose. We might say that it is the social media itself that provide globalreach to public relations, it influences the way the public perceives them and benefits that arise from it, it influences political decisions used to respond to organisations, but also the relations formed through national and internationalcommunication. However, througha thoughtful approach social media can turn into a kindof weapon which can then be used as an important device in defeating issues,and the positive benefits certainly exceed unfavourable consequencescaused by possible irresponsible actions by a part of journalists or media companies.