Challenges in the work of health care institutions are growing every day. With the appearance of a covid-19 pandemic, the infirmary of family medicine is burdened, leading to a decline in quality in providing health services. In addition, poor communication between health care professionals is often associated, which in their work usually results in negative consequences. Although medicine and public relations are not two closely related activities, together they lead to more than satisfactory results. Quality communication and media relations, reputation, speed and quality of work are only some of the characteristics that strengthen health institutions and trust in them. With the development that brings about the 21 st century, digitalisation and commercialisation of the health care system have emerged, which in the right quantities can establish a newer and more qualitative way of action. Establishing public relations in health care gives the organization a completely new dimension which the medics need especially in today's pandemic. It is unquestionable that primary health care institutions will have to deal with the public relations departments in the future, and recognize that it is not only medicine that will make their work successful and noticeable.