Technological development has brought significant changes in all industries, including public relations. The digital revolution led to the merging of the media, telecommunications, and information technology industry, and, consequently, new forms of communication emerged. New media formed a new audience that is quite different from the traditional media audience. The new audience is selective, computer literate, expects communication that considers the advantages of the digital environment, i.e. two-way communication, and wants to participate in creating media content. The main goal of this thesis was to analyze the role of digital communication in the public relations activities of the Okolo project. Okolo is a project of a non-profit organization. Considering that non-profits often do not have sufficient funds for marketing activities, public relations play an important role in increasing the visibility of the organization and its goals. The research methods used in the research include a social media content analysis and a survey questionnaire examining the public's attitude towards the communication activities of the Okolo project on social networks. The research showed that social networks are crucial for branding cultural and artistic projects because they are the main source of gathering information on the topic. Social networks bring together a large number of users who are often grouped based on their common interests, which opens up a vast range of opportunities for public relations professionals. The use of social networks should be different from the use of traditional media. Social media should be used for interacting rather than just informing the audience.