Public relations, as a profession that for a goal has establishing communication between an organization or individual and their publics, use in their activity many tactics. There are many tactics and their right use depends on the sector of public relations as well as the message that is being sent. However, these are not the only elements that need to be kept in mind while one is deciding on the right set of tools for establishing a communication. Things that one needs to bear in mind are changes in technology and new inventions. Trends are always changing and it is desirable to keep up with them. The internet caused the change in the work of public relations’ experts and they needed to modernize traditional tactics, that they have used, as well as adapt them to new technologies. This change has especially contributed to public relations in culture because now the cultural institutions have the best platform for presenting their program and messages in attractive and visual way. Because of all the above, this thesis is about the question of how public relations’ experts in culture use traditional tactics in a new internet environment. Dubrovnik Summer Festival, the well known Croatian cultural festival, was chosen for the research. The official web-site and all the profiles on the social networks were researched in the period of 10th till 23rd July 2017. The research objective was to distinguish if tactics on the web-site and social networks mirror the mission, vision and program of the Festival, to see if the two-way communication is encouraged and if there can be find publishing in English. The research showed that all the events form the program have been represented on the web-sites, but the same cannot be said for the Festival’s social networks. It has been shown that the tactics in Croatian and in English are not represented equally on the web-sites and that equality does not exist in posts nor the reactions of users on social networks. It has been shown that traditional tactics have not mainly been adjusted to the new media and technologies. The research shows that the profiles on the Festival’s social networks, apart from Facebook, do not contain praises, criticism, suggestions and inquiries and that the responsiveness of the Festival’s profile on users’ reactions has been disproved.