The practice of using communication to influence the public is hundreds of years old. The public is a mosaic formed by different ethnic, racial, religious, political, geographical, social, professional and other groups. Each of the above needs to be taken into account in the creation of interactions and a planned effort to influence other people's opinions with good character traits and a responsible performance and approach, which will be based on mutually satisfactory two-way communication. In today's time, public relations (PR) have become an integral part of business management, planning and decision-making processes that establish and maintain mutually beneficial relationships between the organization and the various publics on which its success or failure depends. Public relations within an organization have five main functions: strategic planning, research, publicity, promotion and decision-making through collaboration. According to many experts, the most important function of PR is strategic planning which puts the organization in a position to respond to the needs, wishes and opinions of others. Planning and management of effective communication programs are key elements of a successful communication strategy. For this purpose, PR practitioners use research to collect useful data that help refine decisions regarding planning, promotion and publicity, as well as the final evaluation of the success of the communication program. Research work helps in detecting possible crisis situations that pose a threat to the organization. The communication planning process itself includes analysis of the situation, potential topics, audience, messages, communication channels and evaluation. Communication is important, but it is not enough, and planned action must be taken and supported, achievable through tactical tools. Tactics are used to achieve the goals set by the plan, that is, to realize the set strategy. The strategy is not the same as the goal(s) and should be had before the selected tactics or carefully planned steps; it explains how to reach the desired goal and includes guidelines and themes for the entire strategy program. The purpose of communications is to help organizations achieve their business goals, and a strategic communications program connects communications and business strategies, thereby enabling the achievement of measurable results. Planning and managing effective communication programs entails: setting clear program goals, understanding the target audience, defining the message, choosing the right communication channels, planning the time frame and resources, budgeting, and monitoring and measuring effectiveness with evaluation methods that assess the effectiveness of the campaign and future directions of action. A good plan defines: measurable results, gives an exact time frame, is focused on goals (specific, organizational and business), is realistic, respects the values of all key target audiences, is adaptable and contains a "win-win" proposal. The proof of the value of the plan is its business result.