This work analyses public relations in the public sector, focusing particularly on social media communication. Public relations refer to all activities undertaken to influence the public opinion about an organization, which can be shaped by construction of a communication system, whereby it is of utmost importance to create and cherish good relations with targeted audiences. Public relations are an integral part of every organizational business policy, as well as the government's, the non-profit and other organizations' appearances in the public. It is a field requiring constant responsibility and transparency at work, with great challenges and limited resources. However, the public relations profession in the public sector provides an opportunity to be in every-day contact and have communication with citizens, whose lives it can change and improve, considering the primary public sector's duty of serving the citizens. The author claims the public relations in the Croatian public sector have been neglected, which has created a bad image and great mistrust regarding public sector institutions. Therefore, the author provides the example of the Croatian Mountain Rescue Service, a nonprofit organization of great public importance, which has apprehended the significance and opportunities for improvement of the communication with targeted audiences by using social media as an efficient communication tool. Their public communication has been recognized through articles they publish on their website and their usage of social media in a very specific and authentic way, which has been rewarded by PR professionals by granting them the Communicator of the Y ear 2017 Award by the Croatian Association for Public Relations, as the first organization to win that prize. The author sees that award as a proof that the public sector is capable of efficient communication, which can attract attention and build positive image.