Lately, public relation experts are meeting themselves with big challenges due to drastic changes on the market. Recent space for advertisment has been moved from printed and digital advertising, to homes of modern age influencers. The art of creation interesting, easy-to-remember and intriguing commercials, public relation experts have a few more assignments to do. It is important to recognize influencer potential on the market, differentiate their audience and interests and use new technology while doing the advertisements. Creation of Web 2.0., globalisation and nonstop growth and development of social platforms has it's contribution in sharing inspirational and educational life stories of well-known celebrities and influential people with the audience that follows them. With further development of the society there is a appearance of new social phenomenon. In the modern society new phenomenons are appearing like selfie-culture, influencers and bloggers etc. The use of new technology enables regular, unfamiliar people to be able to tell their own story and take their space on social networks. Except the benefit that the modernization of advertising space brings, there is more and more obstacles that they create in the society. Depression, anxiety disorder and narcissism are just a few of issues that are created as a consequence of modernization. Quality, full service can only be provided by experts that are completely adjusted to every new phenomenon, new technologies and all the needs for the targeted audience. As public relation experts we follow comparative development of new technologies on the market, changes in the society and what they mean for marketing and PR on daily. It’s the modern, digital age that discovers how much the PR industry is important, that’s why we dedicate complex, detailed topic in which we process all important concepts.