Abstract
The chapter discusses impact of mobile technologies on public relations practice and scholarship by tracking the historical development of public relations as a distinct field, thus mapping a structural framework for the further discussion of new trends and areas of academic and industry research. Moving from functional to co-creational perspective, public relations enters the conversation age in which the nature of mobile technologies forces practitioners to adopt the dialogic approach to build trust and nurture relationships. Existing theoretical frameworks are supplemented with industry examples within the field of crisis communication, corporate social responsibility and customer and employee relations. An overview of some of the latest trends in social media research, public segmentation and video marketing applied to co-creational perspective of public relations organizes new trends around a more fundamental paradigm shift. This structure places industry practices within broader academic research, providing both tactical and strategic views on public relations in the mobile age.