The graduate work is based on a theoretical part that introduces the successful role of corporate sommunication in strenghtening the image of modern companies. The success of a corporation depends on the relationship with stakeholders, and these relationship can be strenghtened by defining your own vision, mission and values, building a corporate culture, acting accordingly and learning from the feedback the company receives from the public. In this segment of business, public relations, as a managerial function, fulfills its purpose and finds its positive application. Corporate communication within a company encopasses all important communication process and helps to harmonize all forms of communication. It should be noted that corporate communication must be strategically positioned, as this is a prerequisite for a proactive approach in communication to stakeholders and forms the basis for the company's communication exellence. Today, socially responsible business is becoming an indispensable strategy of responsible and ethical corporate governance, with the aim of making a profit- it is increasingly proven that socially responsible business has a positive effect on employee satiscfaction, positive public perception and profit. Due to the proactive nature of coprorate social responsibility, corporate public relations can play a significant role in establishing understanding between a corporation and its publics, raising awereness of the need for ethical action and the implementation of corporate social responsibility. Public relations is responsible for maintaining links between the public and social business, understanding new social values and ways of life. Corporate social responsibility is increasingly becoming a positive practice of responsible corporate governance, based on ethics of responsibility and respect fot the interests not only of the company, but also of interest groups involved on its business. In today's society, PR is an unavoidable link in building an image, becouse it listens to the needs of public opinion, anticipates trends, places messages and supports business strategy through planned and continuous communication.