Public relations are an important element in the promotional mix. In the era of globalization, most multinational companies are making concrete efforts to manage and maintain their relationships with their customers. Most multinational companies have their own public relations department, which makes every effort to monitor the attitude and perception of customers. In today's age of social media and the emergence of influence, there have been many changes in public relations. In the public relations industry, many experts know how to identify credible and influential third parties. Therefore, the reliability of influential people, i.e., influencers, stems from the strong relationship they have built with their audience and the feeling that they are credible people whom they can connect with. Therefore, the public relations industry considers influencers as brand ambassadors, well-known proponents of big brands, who easily encourage their audiences in sales and consumer behaviour, because their relationships with them are based on trust and transparency. To confirm the hypothesis of the diploma thesis, primary research was conducted: twenty Croatian influences of different age groups were surveyed through a questionnaire. The results of this research showed that mentioned people strongly influenced public relations, that companies choose the influences that will represent them mostly according to the engagement of their followers, and that most influencers would like to train for that profession in the future.