Native advertising is gaining more and more momentum in the marketing and PR practices of corporations and the media. Does this jeopardize the credibility of public relations and does it eliminate the need for “intermediaries”, such as communication experts, who try to attract media attention, tell a good story and build a two-way relationship with the public? After all, where is the line between PR and marketing today? Is our market ready for two-way symmetrical public relations or are we content with the amount of exposure in the press? How does one manage public relations in the age of fake news, digitalization and globalization?