PUBLIC RELATIONS AND SOCIAL MEDIA INTERACTION THAT WORKS EXCELLENTLY WORKS

m-r Zoran Vasilevski PhD Student /докторанд на Институтот за одбрана, безбедност и мир Скопје

Karolina Micevska /NUCK ,, Marko Cepenkov,, Prilep

Abstract: Social media, as newer media, has changed the classic communication. New forms of behavior were established because a new paradigm in communication was created. Sending and receiving messages through them is very fast, the interaction goes immediately, thus achieving a new form of communication. Each individual can very quickly create, create and send information, which reaches every person present in the new media. That is why public relations has used social media to create a new form of communication with the public. PR recent years have practically created a new concept of social media management related to the term community management. the public. Digital communication makes the interaction between public relations and social media great. Allow to create interesting messages that reach a large group of people, which improves the image of the organization / company in achieving its goals through public relations. In addition, it was possible to address various publics, to a large number of media, which also prefers responsibility, ethics, which are one of the goals of public relations.

Keywords: public relations, social media, communication, interactivity, image