By using public relations, non-profit organizations can achieve greater visibility and good reputation which will make acquiring financial support and finding new and retaining existing volunteers easier. The fundamental idea of this research paper is to determine whether PR is recognized in non-profit organizations, more precisely in associations directed towards helping children in Republic of Croatia. The first part of the paper includes determining PR and non-profit organizatons. The first theoretical part contains the review of the generic public relations theories, it portrays the processes of management and gives definitions of public and public opinion as a precondition for planning all activities of PR. In the further theoretical chapter, the definitions and characteristics of non-profit organizations are listed. Also, there are processed and analyzed data on associations in Croatia, as well as the results of public opinion on their activities. The last theoretical part of the paper describes the tools and techniques of public relations used in nonprofit organizations. The research part of the paper focuses on examining the recognition of public relations practice. The scientific research was conducted by a method of semi-structured deepening interview on a sample of five people responsible for communication in the association. The research carried out confirmed the hypothesis that public relations in non-profit organizations are not recognized as a key activity that contributes to strong reputation and communication with citizens. Also, this research has provided insight into the organization of public relations in the associations, the way in which the association internally and externally communicates with its public, which tools and techniques of public relations the association uses and to what extent. Likewise, the research showed which communication problems the organizations are encountered with and how they solve them.