New globalisation, or rather crisis of faith in common future and search of new values, is one of the factors to be present in almost all sectors and will require afterthought of each and every type of governmental, non-governmental and commercial organisation. The shape of a new economic order will condition the future and directions of company’s changes. What they are going to say to the market and, equally importantly, what will be the expectations of interest holders with regard to their relations with market participants. PR experts must be ready to re-orient actions in the multi-polar world, and – what is even more difficult, they have to prepare to this their organisations, whose inertia seems to be greater than our ability, ability of individual observers, to recognise problems. The fourth industrial revolution will bring interesting discussions in the area of, but not only, ecological or social constraints, and also how this will affect local, national or even global conditions for running businesses.
Appearing in the background is also the question of digital economy and society. This is yet another area in which to see symptoms of widespread global discussions which will polarise people. Innovations today are entering the phase of undermining our thinking about economy.