Problems of Using of Means of Electronic Communication in Russian PR-Agencies

The paper is devoted to the analysis of problems of using of means of electronic communication in Russian PR-agencies. More wide using of an electronic communications brings not only benefits to management and employees of Russian PR-agencies. We made sociological investigation of 60 managers and employees of Russia PR-agencies (St.Petersburg). The main research method is semi-structured interview. The sample method is snowball technique.76% of professional employees who has the high level of education and salary are ready to participate in electronic type of communication without any problem. On the contrary, for 87% of medium-paid and low-paid employees electronic type of communication can become a challenge or even a threat. Low-level employees usually prefer to use a personal communication channel. Moreover, medium-paid and low-paid who do not have skills to operate with complex electronic devices, can resist the new style of communication. The main factor of this phenomenon is the mental barriers. It's not easy to miss the old communication style for people who are less educated and developed. 65% of respondents mentioned that inexperienced users of new electronic technologies cannot immediately participate in active communications. They need to leave their comfort zone and must use and develop new habits of communication with each other. Employees should improve their skills in using the new electronic devices. According to the results of investigation successful use of means of electronic communication by employees who are low-paid and middle-paid takes a long time