Abstract
In the contemporary world most people depend on information communicated via the Internet through websites, emails or blogs, so the traditional relationship between an individual and the media has changed substantially. Whether an organization will progress rapidly, is related not only to its ability to establish a traditional public relations, but also to the question whether this can be accomplished in an online environment. The blog of the Belgrade International Theatre Festival (www.bitef-blog.rs) is the only active blog of institutions and organizations of culture and art in Serbia used to PR purposes, and can therefore serve as a positive example and a model.
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