This work begins from the assumption that the appearance of social networks, and their associated specific nature of communication between senders and receivers of messages, has had a significant impact on the image of the Croatian Mountain Rescue Service. A non-profit organization, whose key task and communication goal is the increase of safety awareness among the public, founded on volunteer work, received an award as communicator of the year in 2016, thereby gaining interest both from the general public and from experts in the field of communication. An organization in which the work of rescuing people from largely inaccessible areas is conducted by volunteers and which lacks both the resources and specifically educated cadres for communication management suddenly found itself in the centre of “communication attention”. Among the plethora of announcements, strategic approaches and institutions with significantly greater budgets and a more serious approach to communication via social networks, this work extracts key elements which lead to the conclusion how one service in this new communication environment, lacking both a strategy and monetary funds, made significant and enviable strides in communication. Through a defined sample, quantitative and qualitative analysis of contents, this work will go through the established hypotheses, reach conclusions and provide an analysis, discussion and conclusions encompassing everything mentioned above and the analysis results.