This book introduces the concept of Picnic Society – a society which we all belong to today because social media has given us unlimited opportunities to create or destroy our own and our circle’s (our bubble’s) realities, possibilities, and reputations. In today’s world every organisation is integrated into society, and the people belonging to organisations are integrated into various continually interacting communities. Social media has – or soon will – erase any remaining boundaries between organisations and the world’s social fabric. It is increasingly pointless for organisations to try to establish relationships with society, because these already exist – 24 hours per day, seven days per week, and all 365 days of the year. This is what I mean in talking about the transformation of the field of PR – from Public Relations to People Relations. This book discusses the challenges facing public relations professionals working in a contemporary society that is flooded with information, offers endless channels of communication, gives rise to true and false leaders, is marked by both openness and mistrust, real and fake news. This book will appeal to professionals who already have a solid grasp of public relations technologies but would like to review their skills and develop their own model of public relations know-how without being limited by the strict boundaries of traditional PR theory.