Byliner as an internet communication genre

The article gives an outline of main characteristics of Internet communication as an actual and dynamically developing type of interaction between a communicator and his target audience. The most common instrument of this cooperation is a website that allows the author to use a wide range of genres of PR-texts as well as diverse forms of presenting his information (text, video, audio, graphics, etc). The author singles out a number of features of the «byliner» genre use on corporate websites, examines the structure of texts of this type, describes its genre characteristics.