Transformation of the interaction of public relations and public diplomacy with an audience

The article considers the phenomenon of transformation of the interaction of public relations and public diplomacy with an audience. Since 1980-s, experts have noted strengthening of the role of public in the communication process of PR and Public Diplomacy. Analysis of the work in this direction has revealed changes in the communication world order, due to several factors, which caused the transformation. These factors are: globalization of society (active tourism, developing from the end of the ХХ century, communication without geographical boundaries allowing people to send and receive information outside the country), technological development (penetration of Internet, in particular social networks, in the communication process) and changed attitude of the audience to information (also due to the widespread use of social networks, allowing open access to personal information for strangers). Experts evaluate positively the changes in public relations and public diplomacy that have occurred under the influence of transformation of their interaction with the audience. The analysis made in the article is based on the works of renowned experts in this field.