The topic of this final thesis is personal PR in the function of creating a public identity. It is a topic that is very relevant in the modern age of technology, especially due to the daily use of social networks. Namely, public relations is no longer reserved only for large companies with large financial resources, it is available today to every individual who creates an image of his own image in the public, based on what is marketed to the public. Social networks, the Internet and all other modern media of communication significantly help him in this. Today, more than ever before, it has become important to present yourself well to the public, to be recognisable, be it in a positive or negative sense. Because PR is good if something is being said about us, even if it is in a negative sense. Personal public relations or personal PR is crucial to our personal and professional success. Before starting a personal PR strategy, it is important to know how the individual wants to be branded and what the audience wants to reach. When we talk about public relations, it is necessary to point out that it is not just one public, but many publics that are developing and can easily grow into activists. Public relations are often said to have never sold a bad product twice, and that public relations can't do anything in the short term. The first part of the paper will focus on the theoretical analysis of public relations with special reference to the field of personal PR. After that, the process of personal branding and publicity will be analyzed in detail. The difference between public relations and publicity will be explained. At the very end of the paper, several different examples of personal branding will be presented and analyzed in more detail. The example will be from Croatia, but also from the world.