You complete decades of century XX, the future rocked uncertainty as far as and projection of individuals, organizations and nations; what it really demonstrates the symptoms of a change age that urges an age of changes consequently bringing generalized vulnerability. This situation seems to indicate that this in the light of an Emergent Age impelled by the management of the knowledge and the Technological revolution; which has had great impact in the different social, cultural, economic, legal, ecological and human dimensions in search of the sustainability and viability of the diverse systems of integration of the human being. The purpose of thisinvestigation is to recognize the paradigms that affect planning and exercise of the Public Relations. In such sense, the strong nature of the organizational system makes adaptation possible of its public relations, in support to the productivity and competitiveness of these, driving changes and adaptation in people, the structure, the processes, the market, technology; for the productive management; what indicates the appearance of new paradigms. In conclusion they appear a diversity of approaches that have been rocked from the sprouting of the public relations: Spatio-temporal approach; Humanist, Cultural, Systemic, Bureaucratic productive, Structural, Political; Integrated; and as new contribution Holistic or Syntagmatic Integra the Communicational one.