ODNOSI S JAVNOŠĆU NA DRUŠTVENIM MREŽAMA: SLUČAJ „KONY 2012“
PUBLIC RELATIONS AND SOCIAL MEDIA: THE CASE OF „KONY 2012“

Summary/Abstract: At the beginning of the new millennium we are witnessing drastic change in information and communication system, which is primarily caused by the massive expansion of the Internet as a global computer network. The new "rules of the game" primarily stimulate changes in the sphere of media, marketing and public relations (PR) imposing adaptation to these new trends as the only option for survival in the increasingly complex communication conditions. As James Grunig believes, digital media have the potential to make a global PR profession, more global, strategic, two - way and interactive, but primarily symmetrical, dialogical and socially responsible. However, many practitioners are using the new media in the same way they used the old - as a means of delivering the message to the general public. New media have become a strategic tool for interacting with publics and gathering information that organizations finally need to use in decision making process. In this paper we will analyze the PR campaign "Kony 2012", performed by american non-governmental organization "Invisible Children" causing great controversy in the international public, to try to explain the specifics of public relations on social networks, with reference to the challenges that this type of communication carries within.

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