The aim of the course is primarily to introduce students to the latest communication trends and good practices that social media has brought to the field of public relations. Since social media has brought changes to all segments of organized communication efforts, it is necessary to educate oneself about these trends and adapt one's business to them, starting from the organization's structure and the introduction of social media into the company, to relations with the media and target audiences, and especially to relations with users. In the early 2000s, the entire perception of public relations was completely different. Journalists were a key link in reaching end users, and press releases were the basic tool. The media were key to reach, and the message that was released through them was one-way. Today, in the age of new media, we once again have the opportunity to talk directly to our users, adapt the product to their needs, be at their service and constantly available, which ultimately creates trust and loyalty. Bearing in mind that it is precisely the trust and loyalty of a client, consumer, citizen, voter or tourist that enables us to survive in the market, social media as a channel and tool for establishing and maintaining trust and loyalty gains exceptional value. The course also aims to introduce students to the key concepts of online identity and reputation, which directly influence the creation of added value for products. Also, as part of the seminar classes, students will have the opportunity to apply the acquired theoretical knowledge in a simulation of their own project on social media.

The aim of the course is primarily to introduce students to the latest communication trends and good practices that social media has brought to the field of public relations. Since social media has brought changes to all segments of organized communication efforts, it is necessary to educate oneself about these trends and adapt one's business to them, starting from the organization's structure and the introduction of social media into the company, to relations with the media and target audiences, and especially to relations with users. In the early 2000s, the entire perception of public relations was completely different. Journalists were a key link in reaching end users, and press releases were the basic tool. The media were key to reach, and the message that was released through them was one-way. Today, in the age of new media, we once again have the opportunity to talk directly to our users, adapt the product to their needs, be at their service and constantly available, which ultimately creates trust and loyalty. Bearing in mind that it is precisely the trust and loyalty of a client, consumer, citizen, voter or tourist that enables us to survive in the market, social media as a channel and tool for establishing and maintaining trust and loyalty gains exceptional value. The course also aims to introduce students to the key concepts of online identity and reputation, which directly influence the creation of added value for products. Also, as part of the seminar classes, students will have the opportunity to apply the acquired theoretical knowledge in a simulation of their own project on social media.