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Nowadays changes such as technological progress, internet use on a large scale and management practices in the context of a knowledge based society are important factors to influence our way of life, our way of doing business. Understanding new media challenges is no longer an accessory for many business sectors. Integrating these tools in our processes is not just an extra benefit, but sometimes it could be a must. Important changes could be seen in the field of communication and public relations, in marketing for understanding our customer behavior, in human resources management and at a strategic level. However, this phenomenon brings both opportunities and threats which may be considered before deciding to upgrade your services to the new media trend.