Public relations

Mankind has known public relations for as long as civilization exists. It has always been a tool that has served the user in securing approval of their actions over other entities. With these tools once being rather primitive and perhaps inconspicuous, they have been shaped throughout history and are still being shaped by the development of society and, above all, by the development of technology. Thus, these skills can accelerate the sale of yogurt or they can mobilize peoples and nations in an ideology of hate or mutual respect and love. They are used by small sellers and also by great state leaders. The goal was and remains the same and only one: win. Today, new technologies and new knowledge bring a lot of new approaches (tools) into our lives, with which even a small person can successfully compete in the competition of billions. The purpose and goal of the paper was to see what public relations can be used in companies, as well as state and interstate relations and communications. The application of PR has not changed throughout history in the goal of use, which is successful communication with "others". However, the use of new channels and ways to reach the listener is changing rapidly, especially in the application of new technologies: the press, the ether, digitization, leisure, etc. Our contribution is not based on our own findings. The paper brings together the findings and opinions of various authors, which we linked to show that PR has been, is and certainly will be changing in the pursuit of becoming as effective as possible, including through the use of upcoming technologies and lifestyles