Museum communication is the most frequent and most specific form of communication, the museum is a medium used to communicate the museality of exponents to the public, and it enables us to express and display knowledge. The main form of museum communication related to the museum as an institution is the exhibition which establishes a continuous communication process between the exhibition visitors and what the exhibition represents. Public relations in cultural institutions greatly improve the overall image of a cultural institution and thus contribute to long-term business efficiency and profitability, which cannot be said for our cultural institutions, as they have a relatively neglected relationship to public relations. The Croatian Natural History Museum, founded from the departments of the National Museum and individual specialist museum departments, has a rich library founded in 1868, a collection of 2 million specimens of minerals, rocks, fossils, prepared plants and animals from all parts of the Croatian territory, about 100 000 herbaceous specimens of vascular flora, and its holdings make it one of the most important museum institutions in Croatia. A survey conducted in the period from 15 June 2019 to 15 July 2019 on a sample of 31 respondents showed that the image of the Croatian Natural History Museum in Zagreb is unrecognisable, the museum is not sufficiently promoted, and an obvious underutilisation of traditional media space as well as advertising therein was identified in the survey. The overall communication strategy of the campaign is going to be based on determining the target audience, positioning, creating positive perception and determining the unique selling proposition (USP), and the communication will be focused on public relations, advertising, marketing, and highlighting our strengths.