In the past few years, online and social media have brought about a change in the perception of the traditional concept of a journalist and a reader. The Internet has turned an information monologue into a dialogue. Official websites are now often the primary contact between the customer and the company. In the light of these developments, no company can afford to decide whether it wants to opt in or out of online communication. Their customers now decide that. Navigating the virtual world and playing by its rules require extensive experience and respect for specific procedures which exist in this world. Any crossing of the line can easily undermine the company's good name which it has been building for many years. Clients of Digital Communications benefit not only from integrated campaigns in which traditional PR tools and digital communication meet, but also from standalone projects implemented exclusively in the digital world.