Public relations are important in public sector communication with their target public. This service enables planned access to communication timely response int he event of crises and quality information transmission. Fire is a public institution that plays an important role in the life of every society. This institution in Croatia does not have a devepoped public relations system. Such circumstances give room for poor communication with the target public as well as for different interpretations of particular events. The case studies presented in this paper showed that firefighting in crisis situations conveys messages very unprofessional and contradictory, leaving room for doubt in the messages transmitted. The reason for this is the fact that there is no established system in charge of communication with the public and that there is no crisis communication plan. This is an area where firefighting needs to be addressed as soon as possible. A good example of a public relations system organization is an organization in the police force. This particular organization could be a force. This particular organization could be a indicator to the fire department how to develop its own public relations system.