The green transition of the company must start from a comprehensive change in the way of thinking and a clearly conceived strategy that includes financial stability, resilience, environmental acceptability as well as socially responsible business. It is necessary to stimulate strategic thinking in the economy in order to see the green transition as an opportunity for transformation, innovation, application of new technologies and long-term profitable growth. In order to achieve the desired outcomes of business activities and to attract and draw attention to individual projects, products or events, communication as the basis of all types of relationships must be designed and led in the direction of achieving and satisfying the expectations and wishes of all involved stakeholders. Public relations as a special management function helps establish and maintain communication, understanding, acceptance and cooperation between the organization and its public; involves management of problems and challenges; helps the administration to be constantly informed about public opinion and act in accordance with it; defines and emphasizes the responsibility of management in the service of public interest; helps management to monitor changes and apply them usefully; predicts future trends and uses research with valid and ethical communication as its main tool. Communication tools and techniques as well as communication channels need to be aligned with the target audience. The rapid development of electronic communication channels affects almost all spheres of human activity, including interpersonal communication, business operations and the economy in general.