The topic of the paper are modern public relations, the greatest challenges facing the profession at the moment and anticipation of the future. In the beginning it is necessary to define the concept of public relations and differentiate them from the terms with which they are often unfoundedly linked. Their connection with media undoubtedly defines the largest part of public relations in the communication sense so it is therefore necessary to deal with them in the traditional sense. Also, new communication challenges brought by the technological leap we are witnessing is moving the focus of public relations from traditional to new media and digital communication which is mostly taking place online and demands the integration of market communications. All this necessarily leads to the need of development of new skills and professions which will competently manage the possibilities created by the new technologies. This opens new issues regarding professional development and specialized education in public relations, while highlighting the problem of their positioning inside organizational structure, as well as their connection with the "dominant coalition" of power and decision making centers. Whether the modern public relations will be able to deal with this challenges remains to be seen in the future.