In this final assignment was said about the application of models of social media from the aspect of online public relations. We were interested in how the social media as a tool and channel affect on public relations, and how to perform two-way communication between the public and organization. For starters, in the first chapter we said something more about public relations, we have defined them, and divided them into types. Furthermore, we talked about models of public relations which are defined and classified by Grunig and Hunt - the model of the press agent, model of public information, two-way asymmetrical model and two-way symmetrical model. There is a reputation, image and identity. We gave their definitions and distinguish between them. To connect the story with social media, we had to first explain what role in the present social media have. So we wrote in the third chapter, in general about social media, we show the basic statistics and singled out the four social media, which we later analyzed - Facebook, Twitter, YouTube and Instagram. We were also talking about the „Honeycomb Framework“, model created by Kietzmann, which shows the seven elements of social media and the degree of involvement of each of the elements in a particular social network. As the main subject of this paper, we have singled out the analysis of social media as a channel to be applied to new, online public relations. So we both prior to analysis provided insight into the importance of social media in todays communications organization with the public. We have included the case of Samsung Corporation, which is present in all four social networks, and we analyzed their approach to public relations through social media. Finally, we have concluded the assignment with the idea of how the organization might should not be present on a lot of social networks at once, if not regularly and promptly attend to them. Marketing and public relations should go hand in hand, rather than skipping from one another as it becomes the case with Samsung on Instagram and YouTube. Social media is the new face of public relations and conclude that every organization needs to be present to them and keep high-quality communication with their public through them.