TY - JOUR AB - Purpose The purpose of this paper is to understand and show how public relations contributed to enhancing the visibility of Croatian non-profit organization Foundation “Croatia for Children” and its activities within its stakeholders, as well as how public relations contributed to the mobilization of target publics in Foundation’s activities.Design/methodology/approach Using a single case study approach, data were collected over a 12-month period. Quantitative and qualitative media research was applied in order to compare visibility of Foundation in the period before and after the strategic communication campaign.Findings Strategic communication campaign enhanced the visibility of Foundation “Croatia for Children” in national and local Croatian media and positioned it as the primary instance for children without an adequate parental care and children in need. However, local media devoted more attention comparing to the national media. All children wishes (1,000) were fulfilled by mobilizing the target publics.Research limitations/implications The results derived from this case study cannot be generalized since they are based on a single case in one country.Practical implications This study can serve as a starting point for another research about the role and importance that public relations have in enhancing the visibility of non-profit organizations.Originality/value The results of this study point to the role and importance public relations have in the non-profit sector in order to proactively communicate with all stakeholders in society. VL - 25 IS - 1 SN - 1356-3289 DO - 10.1108/CCIJ-07-2019-0076 UR - https://doi.org/10.1108/CCIJ-07-2019-0076 AU - Polić Mirela AU - Cesarec Salopek Nataša PY - 2020 Y1 - 2020/01/01 TI - The impact of public relations on visibility of Croatian non-profits T2 - Corporate Communications: An International Journal PB - Emerald Publishing Limited SP - 87 EP - 97 Y2 - 2024/03/28 ER -