In the past public relations had been influenced by the negative connotation of the concepts connected to the advertising and promotion where both terms limited the field of public relations. Through the development of media and digital technologies, the need to successfully navigate in the new ways of communication with the purpose of reaching public in order to influence her to buy certain product or to adopt a new opinion or habit has arisen. Such an approach to public relations in which there is an organization on the one side, and public on the other, is characteristic of the private sector. In the public sector, the organizations are put under additional pressure because of the involvment of the government and its needs. The responsibility of meeting the expectations of the authorities and the public has been a challenge to those who are in charge of the public relations and those ones need to develop various knowledge and skills in order to be successful in navigating the relationship between the government, the state administration and the public. Even the state administration must have a positive reputation in public because it gives them legitimacy to implement their policies. In order to achive the positive reputation, public relations in state administration create a various strategies which are based on the ethical and moral principles and one of those state administration bodies is the Tax administration. In order to prove how complex public relations in state administrations are, this paper will present both theoretical and practical aspect of them on the example of the Tax administration.