Strategic public relations planning is essential for good business communication in any comapany. It is particularly relevant for relationships within the company itself and is an important element of a well-organized process. Public relations is a social science that aims to establish communication between an organization and its environment. The main goal of strategic planning is to determine the nature and character of the organization and the sector to which the organization belongs. The construction of messages and its content are the foundation of the success of good public relations. A good communication strategy, in addition to informing, seeks to convince and initiate the realization of an action. The goal of any communication strategy is to define and explain the basic principles of work and long-term operation of an organization or institution - its mission, vision and goals – to the people within the organization and all other citizens. Therefore, the communication strategy defines the key target audience that has special communication requirements and briefly elaborates the principles and communication channels for that audience, as well as communication tactics for individual groups. In the first part of the diploma thesis, the concepts of communication strategy are elaborated, the way of formulating or developing a communication strategy, elements of communication strategy, as well as the specifics and activity of rent-a-car service are explained. The second part of the paper presents a survey conducted through a questionnaire aimed at examining public attitudes about car rental services. The results of the research provided data that can be used in planning communication activities aimed at solving communication problems and unclear perception of Carwiz rent-a-car company as an organization and that the public is still not fully aware of how they are used and what are the benefits of rent-a-car services because the results just obtained showed that respondents have different views when it comes to using a car rental service. The results showed that car rental companies need to work on developing a communication strategy to achieve better communication with target groups, which would lead to the promotion and improvement of their business.