Cultural management has evolved and upgraded throughout history, from antique to the Renaissance, however the main difference compared to modern times is the complexity given the extensive range of content on offer today. In its beginnings, management was based on reservations of performances and organization. Today’s publics need to be carefully studied, and to gain a target audience, managers, public relations experts, and marketing experts go through analyzes and complex processes and thus create a strategic plan. Tourism, and then cultural tourism, significantly influenced the development of public relations in Croatia by encouraging hotels to hire employees whose task was to maintain the loyalty of visitors. Over time, the needs of tourists have changed, so today's tourist on the Croatian coast wants to be informed about Croatian culture, which has led to the development of cultural tourism. It is necessary to emphasize the connection with psychology whose importance was established by the pioneer of public relations Edward Bernays. Problems of poor representation of culture in Croatian education system and the media, insufficient investment in culture by the state and its elitism, frequent merging of marketing and PR departments in cultural institutions that lead to difficult commitment to the requirements of both professions, the phenomenon of ‘’cancel culture’’ which is part of popular culture, creating the image of cultural institutions, stars from the world of show business - these are the challenges faced by public relations experts and managers. The aim is to point out how the cohesion of public relations, top management adapted to culture and promotional tools can eliminate these problems, reduce the animosity of cultural workers towards commercialization, to know the difference between public relations and marketing and point out the great potential of cultural products. A top cultural manager and public relations expert must understand its delicacy and know how to create harmony and adapt the approach according to the content it offers, which includes an educational, entertainment and spiritual aspect.