| Summary: | The entry of digitization into the life of modern society has led to global changes in the economic and socio-communicative spheres. The new dynamic information environment requires the application of special communication skills, as well as new forms of social interaction between organizations and target audiences to achieve high levels of engagement and effectiveness in communication. For a better understanding of the transformation in communication, it is necessary to trace different communication models that are used for a thorough study of the communication process in the field of public relations. It is also important to outline the influence of digitalization to define an integrated environment that implies a dialogic approach and a new type of management of communication processes. The purpose of the publication is to make a comparison between the classical approaches to the study of mass communication and the implementation of new technologies in PR communication, which requires the application of new methods of research and analysis of digital communications, as well as new ways of reaching target groups in social platforms.
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