Local (territorial) self-government and regional administration, along with the state administration are integral part of public administration of Croatia. All of them have one common goal - the implementation of state policies, satisfying the general interests of citizens and public needs. Patency of regional administration to citizens, access to documents and information about tasks of governing bodies are key prerequisites for exercising the right for local self-government. Therefore, for regional self-governments is necessary to function like a service to citizens, to constantly improve standards of patency, in accordance with international principles and good practices. Another important factor is public confidence in the state, local and regional government bodies through transparency of their work. Freedom of information, the public right to know and have access to information of public authorities are the constitutional rights in the Republic of Croatia. Intermediaries in the transfer of information between governing bodies and citizens are media and the most important tool that can contribute on growth of these relationships is the development of public relations services, as separate management functions and recruitment of experts for public relations. The main function of professional public relations services is to establish a two-way communication between the public administration and its publics (citizens). Its purpose should not be promoting political party attitudes, but to objectively communicate public policies that are initiated and conducted by elected politicians in power. Investing in the professional work criteria and ethics of all public services is the key for citizens' confidence in government and it is a guarantee for increasing efficiency of governing bodies. This paper is insight into vocation of public relations in the regional administration, whose importance is increasingly recognized but still is not sufficiently implemented in practice.