Nowadays we can observe a sharp increase in the requirements for the quality of communications and content. Digital experience allows the media to accelerate significantly the pace of work. Audience, in its turn, is able to choose from a huge number of channels of different directions. According to experts, soon all communications will be tied to digital channels, and the profession of a PR specialist due to automation will contain more creativity and less routine work. New media, the key characteristics of which are digital format, interactivity and multimedia, change not only the nature of information consumption, increasing its accessibility, but also affect the features of the media texts themselves, transforming their genres, offering a new text structure and various expressive means.