The subject of this paper is ''External public relations''. The theme of this paper is going to be elaborated theoretically and practically. External public relations are a part of promotional or marketing communicational mix. In the business world the profession of these relations is known under the abbreviation PR, which stands for Public Relations in English. PR include various forms of communication of an organisation and its publicity. Today, PR are inevitable in the image build up of a company because they study the needs of target audience, predict trends, place messages and create an environment in which the company is going to prosper. This paper will deal with public relations, their goals and their planning process, external public relations, crisis communication and it is going to measure the achieved results. Press relations and sponsorship are going to be dealt with in detail. In order to prove certain statements and question the external relations in Croatia, a research will be conducted. The method used for this research is a survey.