Communication is an essential process in the world of organizational management. It represents a vital role for the development of the internal structure, as well as for the functioning of the whole organizational system. In accordance with strategic planning, they attain the given objectives over a long period of time. The subject of this study is the analysis of the communication strategy of the woodprocessing company in Vukovar-Srijem County, carpentry «Špurga». As a consequence, the aim of this thesis implies on roughly making of the public relation activity. This thesis points to the development of the business firm, or its expansion into either domestic or foreign target market, and to the possibility of management improvement in general. By thinking strategically, managers incorporate broader and long-term view of the future of their organization. Therefore, in the thesis the concepts of strategic management and strategic planning in public relations are connected, since there is no sense in managing an organization without qualitative strategic planning. As a result, the strategic communication plan of «Špurga» carpentry was roughly made, which is usable in its further management and expansion in the wood industry. Based on the collected data about the activities of the business firm, its strategic objectives and the mission statement were determined. Also, the advantages and main problems of the management were highlighted by conducting the analysis of the marketing environment and with business model canvas. Solutions to those problems were proposed by conducting the SWOT analysis, which should ultimately enable the realization of potential communication strategy of «Špurga» carpentry.