Small businesses often need help managing their relations with the public due to the specifics of their business. Communication is a primary factor in establishing and maintaining relationships with target audiences and strategically planning communication activities to achieve goals and desired results. Accordingly, the main purpose of this paper is to investigate the communication and strategic determinants for the presentation of small businesses on the market to formulate guidelines for the communication strategy of the selected example. In the first part of this paper, specificities in the industry of small businesses that are important for public relations management were therefore investigated and analyzed. In the theoretical part of the work, communication, and strategic determinants for the presentation of craftsmanship on the market, as well as events that have the same role, are also presented. The second part of the paper relies on the conducted research, which provided a deeper insight into the experiences, knowledge, and opinions of the owners of small businesses in the Republic of Croatia about the peculiarities and challenges in managing the public relations of their companies. The data were collected using the qualitative method of a focus group in which four women owners of small businesses participated. The results were presented and analyzed in the research part of the work. The research results point to the importance of social media (especially Instagram) and other new media in connecting with target audiences and promoting small businesses. According to the results of the research, challenges in public relations management of small businesses include lack of time, coordination of various obligations, expected versatility and expertise of the owner in different areas, and unfavorable conditions for business expansion. Understanding these challenges and implementing a communication strategy is vital to successfully managing public relations and achieving strategic goals. Based on the obtained insights and results, concrete guidelines for the communication strategy of the selected example were formulated in the paper's final part.