Through this work, the author wanted to bring closer the impact of new media on business communication in companies and the impact of public relations on the business sector. Through the theoretical elaboration he wanted to point out the existing knowledge of the subject matter and its historical knowledge. The author conducted content analysis on a social network account of the Croatian telecommunication company Vipnet. In the period of two months, the entire content of the social network Instagram was analyzed, which results and conclusions were written in the work itself. In the analyzed period, the author came to the conclusion that Vipnet has changed its social networking strategy to connect with the users through new formats and a higher posting-frequency. In this way, Vipnet raises awareness of its companies as a brand on social networks. This analysis led to the conclusion that new media have a strong impact on business communication in the business sector of the company. As an assumption for further research, Vipnet's strategy change on social networks should be highlighted, and in the coming months the effectiveness of the implemented new strategy could be analyzed.