Public relations is a process of communication of the organization with its internal and external public in order to achieve mutual understanding, to build social responsibility and to accomplish common interests. Corporate communications are an instrument of management whose aim is to successfully and efficiently coordinate all intentionally used forms of internal and external communication in order to create an adequate base for relations with the groups on which the company depends. Identity, image and reputation are the result of the activities of public relations and corporate communications. Business results of the specific companies in most cases will depend on its ability to adapt to the conditions that prevale in that region and on its capacity to align with significant effects of the environment. Planning and implementation of public relations and corporate communications depends on the understanding of the audience, stakeholder or the public. Strategically planned corporate communications is a precondition in order to have a proactive approach in communication to stakeholders and it represents the fundaments for communication excellence of the company. Internal or inner communication, can be defined as a planned utilization of communication actions with the goal of systematic influence on knowledge, attitudes and behavior of current employees. Unlike internal communication, that aims to inform and educate all the employees of a specific organization, external corporate communication is aimed at informing the general public. The importance of the media in corporate communications has its base in the fact that employees that work in field of public relations, in order to successfully accomplish their task, must "understand the role of information, specific roles of various media and their mechanism of action, as well as the role of those who control access to the media. Croatian Telecom is the leading telecommunications company in Croatia and the only telecommunications company in Croatia that supplies a complete range of telecommunications services. The quality of its public relations and strategic planning of corporate communication has been confirmed by numerous awards by users, partners and the general public.