The article discusses the impact of telecommunication technologies on the functioning of public relations in the information age. The specificity of modern Internet communication is analyzed and systematized. The influence of the Internet on the sphere of linguistic identification of the human personality is considered. The emergence and rapid development of the Internet had a decisive influence on the transformation of modern social relations. More than half of the world's population uses the Internet, and this number continues to grow: for example, among young people aged 15 to 24, the share of web users reaches 70%. This is stated in the report of the International Telecommunication Union (ITU) “Measuring digital development: facts and figures, 2020” [Measuring digital development Facts and figures, 2020], published in November 2020 in Geneva. Undoubtedly, such a massive spread of Internet technology has a serious impact on the development of society, which, on the one hand, arouses the legitimate interest of researchers in the field of the humanities and social sciences. Nowadays information and knowledge are key values. The ever-increasing informatization associated with providing subjects with comprehensive and up-to-date information in all types of human activity characterizes the current stage in the development of society; the transformation of industrial production, economic, political and social life, as well as the active dynamics of processes in all spheres of human activity, contribute, on the one hand, to an increase in the need for information, and on the other, to design new ways to meet this need. The article describes in many aspects the key trends associated with the processes of transformation, updating the form and content of social relations under the influence of web technologies.