This final thesis is centered around the analysis and evaluation of PR (Public Relations) campaigns in the contemporary media environment. The primary focus is on the design and implementation of these campaigns, given the increasing complexity and challenges in communicating with target audiences. The paper examines the purpose, objectives, and potential impacts of PR campaigns, with a special emphasis on the significance of market research and public opinion analysis. Additionally, it explores the campaign planning process, encompassing the definition of target groups, goal setting, channel selection, and message development. Through the analysis of practical examples of successful PR campaigns, the study identifies key factors contributing to their success, including activity coordination, resource management, audience engagement, and performance measurement. Furthermore, the paper delves into the integration of digital media and social networks into PR campaigns and their influence on achieving objectives. This paper offers a comprehensive overview of PR campaigns, combining theoretical concepts, practical illustrations, and case studies to provide insight into the essential elements that contribute to the success of PR campaigns in today's media landscape.