The author researches actual corporate Public Relatiоns in 21st century in economic and communication aspects and reveals the characteristics of corporate communication based on an analysis of recent data, and describes the gap between the theoretical and the practical realities of the domestic corporate PR, defines it as a competence divide and also describes the prospects for the development of corporate Public Relations in Russia and in the world influenced by Web 2.0.
In the article the theoretical basis of studying corporate communication in the Internet and the conceptual apparatus based on the latest empirical materials are formulated. The author notes the fundamental changes in the characteristics of Public Relations and development of their new principles in the Internet. The author focuses on the study of corporate resources, such as e-mail and website, which are both the tools and environment of communication at the same time. It is found the special importance of professional ethics as basic criteria for the effectiveness of PR in the Internet.