In the midst of digitalization in the year of 2016., society doesn't change its daily routine by complementing her with browsing throughout the internet while searching for news, fun, shopping or job. Internet has become a lifestyle. Internet user isn't just anymore a common recipient of available content whos longings are fulfilled with whatever he gets on the world wide web. Growing popularity of social networks is followed by another rising of needs of already demanding market. That is also a reason of increased advertising possibilites, ways of informing and sales on social networks. Digital era in a sphere of constant communication where information took first place in producing and purchasing, there is a need of keeping up with trends for achieving maximal effectiveness and minimizing the loss of time and sources. On the one hand, those facts make the main strengths of public-relations practitioners to make an image, altering awareness and in the end coming through their target population throughout the personalized messages. On the other hand, changing the way of people thinking, acting and needing, along with the new media channels with their own laws, demands for the profession of public relations becomes more challenging, seeks for continuous education and brings out the changes of its own paradigm. Importance of social networks, their biggest profit and special feature in corporative communications and advertising are a long way from its climax which forces corporations to keep up with growing trends by mastering them, so they can win the battle against their competition because „If you're not online, it's like you don't even exist!“.