The subject of this paper is communication and public relations in institutions in the Republic of Croatia and their importance. Every institution wants the public to be informed about its activities. Public relations, as a complex part of communication, should in their actions first of all have the expertise to reach the audience or users through all channels. The importance of communication is a key factor in this profession, as any information about the client is conveyed to the target audience as best as possible. Public relations technology further facilitates business because promotion is possible through social networks as well as other Internet content, making it easier to overcome global barriers, which is the key to success in today’s business world. In addition to companies, educational institutions, celebrities, and all institutions and institutions tend to have a positive image in the public, and also have employees in the field of public relations. Today, they are promoted through social networks and are considered a better and cheaper form of promotion. In today's time when the world is unstoppably changing, and with it the consciousness of people and the way of communication is changing, public relations are important for the overall impression of every organization and institution.