Public relations in the context of managerial paradigm change

The article substantiates the view on public relations as a longtime form of social communication, organized in a special way. Under the conditions of the information era, the influencing hierarchical administration is substituted in the management system by subject-subject interaction with a virtually well-functioning feedback system. In these circumstances, the social practices are going through modification. They include public relations carrying out modern modification according to the principles of rhizome network partnership, convention and deliberation.