The article presents the results of pieces of research devoted to the analysis of actual communications of public relations, mentioned in connection with the emergence and development of a new model of Internet communications -Web 2.0 ( 2005). The author suggests an innovative approach to the creation of new theoretical paradigms in public relations and puts forward a hypothesis about the formation of a new systematic paradigm of public relations.
The article provides a comparative analysis of reflection on the boundaries, functions and interactions of PR, marketing and integrated communications of Russian higher education teachers ((conventionally, theorists) and employees of PR agencies and PR departments of companies (conventionally practitioners). The problem of approaches to the definition of areas These disciplines are still relevant and have a certain impact on the Russian communicative practice.
The problem of negative consequences of the impact of marketing communications technologies would be in many respects solved, if the advertising community, the corporate tone was set up not just by the intellectuals, but by intelligent intellectuals, endowed with civil, and in broader terms, social and cultural responsibility. The formation of these specialists will no doubt contribute to an innovative course on "Integrated communications culturology ", which was piloted in 2013 in the HSE for the specialty "Advertising and Public Relations".
Public relations require adequate scientific reflection, and an integrated theoretical framework to form the paradigm of scientific knowledge in this field in Russia. The research results form the basic provisions of the scientific knowledge of PR.