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The analysis of social network is not new, but its business application in marketing communication is a relatively new area. This paper describes the role of social networks in the marketing communications area, particularly in the field of public relations. The paper explores how social network is being applied to solving marketing communications problems around designing the right communication programmes. In particular it describes how the social network can be defined, the role of thedoi:10.2478/v10316-012-0011-z fatcat:muwi46urejdnbigvgzp5jho2qq