Innovative Role of Social Networks in Public Relations

The responsibility of education of professionals in the field of public relations is conditioned on the exponential increase in the use of information communication technology and social media. New circumstances, due the rapid development of information - communication technologies, rightfully conditioned that in the scientific and user circles we increasingly speak not so much about the technology, but more about social revolution. Social media enable new ways and means of reaching target groups, and professionals in the industry of public relations more and more often use the advantage of new Web 2.0 technology. There is a new task before the teachers in Public relations – to carefully rethink the way in which students learn about social networks, especially at a time when the value and use of public relations is increasingly questioned. It is necessary to adapt the curricula of public relations to the ways of using social networks, which is a very complex and sensitive issue both for educators and professionals. Innovative educational curriculum, from the perspective of public relations that rely on social networks and new - digital media, should view the social media as a disruptive inovation.