The primary goal of public relations is to systematically act on individual segments of the internal and external public to create the desired image, perception of the organization or individual and their activities. They can have three goals: changing public opinion, creating opinions where it has not existed, and consolidating already created public opinion. The cradle of modern public relations, but also the state where public relations are the most developed, are the United States.The public relations we know today begins at the end of the 19th century and in the early 20th century by the work of the first public relations practitioners - Ivy Lee and Edward L. Bernay, whom many consider to be a founder of a contemporary profession. Historically speaking, public relations is developed through four models that explain their role and are described with the help of two concepts: the nature of communication (one-way versus two-way) and the purpose of communication (persuasion versus mutual understanding). The field of application of public relations is very broad, or more precisely, that there is no area of human activity in which they are not applied.Various public relations techniques, is communication tools are used to send messages to desired audiences. These techniques are divided into four groups: written techniques, speech techniques, visual techniques and new technologies. For successful public relations, it is necessary to choose the appropriate techniques in the given situation, depending on the type of public and desired goals. The greatest achievement is combining and integrating multiple techniques, because no technique alone is sufficient for itself. Personal relationships with the public are created by individuals by establishing relationships or communicating with their primary public by creating a specific image that determines them according to their target public. By communicating their advantages (personality, identity) they differ from the competition and this ensure recognizability in their target groups, creating a certain image that sets them to the public. Most experts agree that the integrity of a person is important to the successful image of the individual, because the most successful in the public are those who are distinguished by their specialness and detail. Therefore, personal relations with the public are focused precisely on understanding and promoting the uniqueness of personality in relation to competition. In the process of developing personal relationships with the public, it is crucial to have answers to three key questions: who I am, what I expect from myself and how I value myself. Personal relations witht hepublic are related to the strategic shaping of the individual through the media, as well as the daily communication with the stakeholders. In time, the strategies of positioning the image of individuals were shaped. Especially this trend is developing faster in the world of celebrities. So today we have a whole industry of experts covering the area of celebrity and contributing to the development of skills in this segment of public relations.It is estimated that the industry of shaping the image of the public persons will grow. That is the reason for new research in this area of public relations. The subject of the research in this paper is personal relations with the public, and the main goal is to explore the specifics of personal relations with the public, is to show how individuals as celebrities (through the management of verbal and nonverbal communication, style, competence, ethics and activity in society) can position and promote or create a positive or negative public image.