Ovim se završnim radom istražilo utjecaj pojave novih medija na rad agencija za odnose s javnošću u Hrvatskoj kroz primarno kvalitativno istraživanje dubinskim intervjuima s predstavnicima sedam agencija za odnose s javnošću. Također, analizirane su web-stranice preostalih 38 agencija koje su članice Hrvatske udruge za odnose s javnošću te se ustanovilo pružaju li agencije usluge digitalnih komunikacija na službenim web-stranicama. Istraživanja su donijela pregled aktivnosti agencija u području prilagodbe na nove medije te su prikupljeni podaci prikazali da je više od 70 % agencija za odnose s javnošću u Hrvatskoj prepoznalo ulogu novih medija u komunikaciji s ciljanim skupinama te između ostalih nude i usluge digitalnih komunikacija. Naime, na tržištu posluju i one agencije koje nude isključivo usluge komunikacija putem tradicionalnih medija. S obzirom na to da je broj korisnika novih medija u rastu, može se zaključiti da raste i mogućnost ostvarivanja dosega ciljanih skupina koje ih koriste. Stoga je preporuka da se agencije za odnose s javnošću prilagode promjenama i educiraju o komunikacijskim mogućnostima koje nude kanali na novim medijima.

This final paper has explored the impact of the appearance of new media on the operations of public relations agencies in Croatia through primary research which included in depth interviews with representatives of seven public relations agencies. Moreover, the websites of the remaining 38 agencies, members of the Croatian Public Relations Association, have been analysed striving to determine whether the agencies provide digital communication services on their official websites. The research has provided an overview of the activities performed by public relations agencies in the area of adaptation to the new media. The data collected shows that over 70% of the public relations agencies in Croatia have recognised the role of the new media in communication with target groups and have integrated them in the services provided, amongst which there are also digital communication services. Nevertheless, there are also public relations agencies that provide communication services exclusively through traditional media. Considering the fact that the number of new media users is increasing, a conclusion can be reached that the reach of the target groups, users of the new media, is also rising. Consequently, public relations agencies need to adapt to changes and they need to be trained concerning the communication opportunities provided by the channels in the new media.