The banking sector is renowned as one of the most important economic sectors in the Republic of Croatia. The environment of the banking sector has undergone significant changes over the past few years due to technological advancements. To confront the challenges these changes bring, banks should focus on public relations activities to establish a good reputation and image for the bank itself and to maintain strong relationships with the public. Furthermore, public relations shape the messages by which current and potential clients assess the bank's security and ultimately decide where to place their trust. In the modern era, public relations are prevalent in almost all organizations, as they play a crucial role in the organization's operations. They can be succinctly described with several keywords: reputation, credibility, trust, image, mutual understanding, and effective communication. The first part of the work explains key concepts important for further comprehension, such as the notion of public relations and the banking sector. The second part of the work emphasizes public relations in the banking sector, the significance of communication as an integral part of public relations, and the importance of public relations in managing the crisis situations that banks often face due to the sensitive nature of their operations. The goal is to illustrate the impact that public relations have in banking institutions and how successful and effective communication is crucial for building relationships between the organization and its audience.