The topic of this final thesis is persuasion in public relations. The paper investigates the importance, strategies, and influence of persuasion in the modern business environment. Persuasion is a subtle process of influencing the attitudes, opinions and behavior of individuals or groups through communication. In public relations, persuasion plays a key role in shaping perception, building reputation, and achieving organizational goals. The work is based on the theoretical foundation of persuasion. The basic elements of the persuasion process are analyzed, including the source of the message, the target audience, communication channels and techniques based on psychological and sociological theories. Special emphasis is placed on the importance of understanding the target audience to adapt persuasive strategies according to their characteristics. The work also focuses on the application of persuasion in the field of public relations. The way in which organizations use persuasive techniques to shape the perception of their target groups, improve their relations with the public and achieve business goals is investigated. Real-life examples are analyzed to illustrate the effectiveness of various persuasion strategies, including emotional appeals, authority, social confirmation, and creating a sense of limited resources. Ethical aspects of persuasion in public relations are considered. The importance of transparency, truthfulness, and respect for the interests of the target audience when applying persuasive techniques is emphasized. The boundaries between manipulation and legitimate communication and the long-term consequences of dishonest persuasion on public relations are discussed. The dynamism and development of persuasion in the modern digital age will be mentioned. The Internet, social networks and personalized communication bring new challenges and opportunities for the application of persuasion in public relations.