In managing the development of cities, there is a growing need to improve existing strategic functions and to connect these functions with public relations. The aim of this paper is to investigate and present the role of public relations in the development of cities and municipalities, with special emphasis on selected examples in Istria County, in more detail on the example of the City of Poreč. After the introductory part, the paper presents the functions of city management, the importance of urban marketing and describes the role of public relations in managing city development. Chapters on determination of the public relations, protocol management and crisis management follow, as well as the chapter that deals with public relations and protocol on the example of Poreč. To explore in more detail the role of public relations and knowledge about the profession connected with public relations, a survey was conducted on the examples of cities and municipalities in Istria County. The results presented in the paper determine the need to adapt to new approaches in managing the development of cities and to include the activities that are carried within the framework of public relations. Although most cities and municipalities do not have employees that work exclusively in public relations, it is confirmed the importance of the implementation of the related activities, the need for future education in the field of public relations, as well as for employment of the specialised professionals according to the opportunities. The importance of preparation and implementation of the crisis communication plan is also highlighted in this paper in order to avoid or resolve certain crisis situations more easily. Successful communication with internal and external public can significantly contribute to the results in the process of managing the development of local units, where the role of public relations is inevitable.