Tourism is one of the most important industries in the world, it is developing rapidly, trends are changing and it is difficult to keep up with other destinations. The area of the municipality of Ston is particularly interesting to tourists who are looking for active vacation, pleasure stories and real experiences. Public relations have a major role in tourism because they create an image of destinations and shape opinions easier to than paid marketing in which people trust less. The aim of this paper is to show the importance of public relations in tourism and a properly elaborated communication strategy. One of the goals is to investigate how Ston Tourist Board communicates with target public via social networks that are of great significance in today's destination choice and if that communication is in accordance with the guidelines of digital public relations. According to the findings of the analysis, a communication strategy was developed that could help the municipality to better communicate with the target audience. The following methods were used to test the hypothesis set: literature analysis, historical method, synthesis method, analysis, comparator and induction.