There is a large number of handicrafts on the market today. Unique and original products made with the hands of skilled craftsmen. Every subject that man has created with his hands is the result of his creativity and innovativeness. In the pre-industrial era, handicrafts were economic activity in the village and handicrafts were made by almost all peasants. Then the handicrafts were made exclusively for the needs of the household and today the producers try to find their place in the market and make their handmade recognizable. There is a great role played by the Internet. Social networks have proved to be the most important marketing media, the main tool for attracting customers and promoting the handicrafts. This master’s thesis seeks to determine the role of public relations in positioning Croatian handicrafts on the market and how the handicraft producers use public relations. This was achieved by the survey method used in the work. Two surveys were conducted, one for handicraft producers and one for customers. The most common way to sell handicrafts in Croatia is through social networks but that is also the most common way of buying. Research have shown that producers of Croatian handicrafts do not have a PR department and how public relations matters are performed on their own. Through research questions also revealed that most respondents believe that event organization could help to better position their product on the market. The vast majority of respondents are not advertised through the media, but if advertised they do it through social networks, portals or magazines. Product presentation through the media also brings more queries and sales. This master’s thesis aims to contribute to the new definition of "handicrafts", so we can conclude that the handicraft is a handmade, unique and original product made with a lot of love and attention that reflects the individual who creates it and is the way of self-expression by the manufacturer.