The fourth industrial revolution is not about digitalization alone, but about how digital infrastructure changes our industries, our work and our societies. This change is genuinely different: this time it is exponential, polarizing and combinatorial. Our world changes fast, but our understanding is slow. Our new social dynamics and our new communication tools affect politics, finances and relationships through new media and its exponential and polarizing trends. The global power of new monopolies and the algorithms that run their businesses is the core of the new PR.