The dynamics and instability of the values requires - adequate,
fast and clear communication. This are the needs of the new
democratic society. Except communicational intermediary every PR
needs to be a mediator and "educational expert".
The integrational process of the European commission and
institutions requires opening of the communications and a new
definition of the PR profession. If we don't talk right and don't
perform with the directives there is no way of a synchronization
and an adequate feedback, between us and Europe.
There is a challenge in front of the present institutional
communication and the press centers, because there is a lack
communicational standards in Bulgaria, the profession is still new
and its roll is often underestimated from the legislative and
executive authority.
There are no RELEVANT rules, norms and model for these so
important for the society communications. The situation is becoming
more difficult from the crisis in the media, which turns out to be
a leaver for manipulation over the mind and thought of the
society.
A need of immediate introduction of a new concept in the system
of communications is found - a new media unit in the system of
communications in the executive- "Media center - intelligent system
for control of the information." There is a need of an immediate
development of a such logistic and software product which can
illustrate a new media unit.
Maybe the new educational media canal - Media
institutional and virtual center, which will determinate and
solve many problems created by a lack of information or
disinformation for years. Surely the innovation could be positioned
like one social channel for literacy of the citizens, like a
model for future socially media with practical, directed,
informational and literal function.
Key words: media, PR, communications, public and new media,
institutions, new media unit, media center, literal media