In the article the analysis of the current innovative discourse is given. The author researches the paradigms of innovative PR, media (new models, subjects, objects, etc.) and gives new concepts of researches and define a new paradigm of PR and media as collaborative ones. As a result, the author comes to the conclusion that the ontological status of professional communication in the innovation society changes.
The Informational paradigm of discourse to the XXIst century is replaced by communicative; due to the spread of the Internet, new features and models of communication based on the subject-to-subject concept of hypertext are formed. Tekstogennost’ as a set of anthropogenically-technical factors of generation, transmission, exchange texts of public communication, leading to the formation and operation of new types of vehicles and generators of information in all spheres of life, which have an impact on them, becomes the essential characteristic of socio-economic discourse. The role of the professional communication support (PR, mass media) of all processes becomes more essential. Thus, the textual, philological, humanitarian dimension determines the effectiveness of social development.