Film festivals represent an important form of cultural events that significantly contribute to the country's culture. In recent years, their number in Croatia has been increasing, which led to the rising competition among them as well. This is an additional motivation for improving the quality of the festival organization, which inevitably implies that improving the festival's public relations activities is an important factor in the successful realization of the festival. In order to discern what makes festivals’ public relations of high-quality, the research has been conducted among some of the most popular Croatian film festivals. An in-depth interview with the PR representatives of the studied film festivals was conducted in order to reveal the actual role of the PR sector in this cultural domain, as well as to establish the relationship between the invested funds in public relations versus the given results, measured in the quantity of audience response. The ultimate outcome of the research is, in fact, a confirmation of most of the hypotheses. More specifically, the significant role of public relations in the organization and implementation of the film festival has been confirmed, which in this sense, improves the audience's relation to the festival through continuous work on the festivals’ image and closer communication through the media, primarily social networks. Accordingly, the activities of the public relations department have an impact on the audience's attendance, which is, to some extent, increased by greater investment in the festival’s PR activities.