Abstract:

It is no longer sufficient to use the traditional media as channels of communication through which we reach the public. Mutual consequently - it means that it is not longer enough to observe message users (on which PR services are focused) as traditionaly passive recipients. Acceptance and use of social networks in the new, digital media environment, in teaching of subjects related to the public relations, means the obligation to the educators, but also poses a great opportunity to review the current theoretical frameworks and models in this area, as well as how they teach the discipline. Thanks to the almost immediate reaction of the current users of social networks and innability to control the public debate about corporate and social issues of public concern, PR services must be much faster to adjust the strategy and policy imperatives of their activities imposed by new technologies and modes of communication. The role of educators to train future professionals requires a different and innovative approach in designing of PR curriculums. The way in which educators adapt theoretical models of public relations with the communication practices used today on social media channels, will affect how future students will develop their own approach to ethical and professional practice of public relations. Development of the PR strategy, focused on the social networks and other modern digital channels of communication, opens the possibilities for educators for a new approach to the learning process. Three processes are functioning: the construction of knowledge, communication and use of information. Each of these processes is equally related to the sender and the recipient of the information, where the difference between them is blurring. All mentioned processes are mutually complement and built on one another, making that the process of communication in social networks become multilateral, unpredictable, bidirectional, synchronous and based on dialogue.

This work is an outcome of the research project "Digital media technologies and socio-educational change" (Project No. 47020) which is implemented with financial support from the Ministry of Science, technological development and education of the Republic of Serbia.

Keywords:

Public relations, digital media, social networking, feedback, education.