The main purpose of this thesis is to demonstrate the role of public relations in the formation of a public image of celebrities, which is achieved through detailed explanations of the activities and strategies of public relations. Public relations are defined through various definitions proposed by the PR experts, and the explanations are given on all of the elements of that function. Marketing and branding are theoretically defined while their importance for high-quality public relations is also discussed, especially concerning celebrity PR. The notion of identity and image is also present in the thesis as an important element of understanding how public relations function. The thesis depicts the phenomenon of the celebrity industry, as well as the activities relevant for the acquirement of a desired public image of a celebrity and the means to achieve a certain image. Lastly, two examples of celebrities from the music industry and the television industry are meant to demonstrate the steps these celebrities took to reach the successful development of a public image using public relations.