This paper examines how the role of public relations affects the building of the reputation, image and identity of the organization, and how it represents an essential item in business. The focus will be on public relations in sports, specifically in football. Using the example of selected football clubs GNK Dinamo and HNK Rijeka, it will be explained how public relations work in the public clubs. Also, how the selected clubs communicate with the general public and the media themselves, what kind of communication they have with the fans and how they communicate with them. It will be investigated whether the mentioned clubs use one-way or two-way communication when it comes to the general public or fans. Hooliganism is one of the terms that will be explored in this paper, and what is the difference between real fans and fans - thugs or hooligans. Riots in stadiums and matches affect the entire environment, including the public, so this paper will investigate the reactions of selected clubs to these unpleasant events, and whether such events affect the very reputation and image of the clubs. Some of the Croatian fan groups will be listed and described, what makes each of them different, what adorns them and how the public sees them. GNK Dinamo and HNK Rijeka in the 2023./2024. championship season. they became fierce rivals like they had never been before. That season was crucial in creating the rivalry, so the very end of the work will be based on the events that happened to GNK Dinamo and HNK Rijeka in the said championship season. How the clubs dealt with bad situations and protected the image and reputation of the club, including the players themselves. There are just some of the questions that are investigated in this paper and to which this paper will provide answers.