As a relatively new profession, the significance of public relations has grown in the last decade as various organizations have seen the benefits of properly implemented PR activities. If public relations activities are well planned and efficiently implemented, they can achieve long-term goals related to creating a positive image and an understanding relationships with target groups. Events have not only become a mayor tourist motivators and a symbol of the recognition of numerous tourist destinations, but they have also served as a catalyst for the growth of other economic activities. To attract a specific audience, a targeted public relations campaign must be implemented to ensure media coverage and awareness of the event's holding and existence. With their programs, ATP tournament and the Dubrovnik Summer Festival attract an abundanceo f domestic and foreign visitors, which improves the image of both the destination and Croatia as a country. Public relations professionals strive to maintain a consistent positive image of specific events and to use their tools to successfully implement planned activities. The object of this paper is to use a case study to determine the role of PR in the promotion of ATP tournament and the Dubrovnik Summer Festival, as well as compare PR activities conducted before and after the onset of the COVID-19 pandemic.