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In the introductory part of this paper we give different definitions of public relations activities and a brief overview of the ways this activity is performed in Serbian libraries. In Serbia, only the National Library of Serbia has a special department for public relations; none of the libraries have engaged a professional agency for these tasks, and only a few of them have planned, in their job systematization, position of one or (rarely) more than one person who should, in addition to their other duties, deal with public relations. In the main part of the paper we present the organizational model and methodology in the field of public relations of the Belgrade City Library, in order to enable interested colleagues - in libraries that still do not have any or have a poorly developed PR strategy - to obtain guidelines for its development. The work does not consider all the relationships that this public library establishes with the target groups, but focuses on two of them which are, according to the author, the most important ones: the media and the active and potential library users. In the Belgrade City Library the Cultural Programs Department is in charge of public relations, therefore the paper describes mainly the activities of this department. Although public relations in the Belgrade City Library is rather developed, there is a need for its further improvement. The key measures that should be implemented in this regard are as follows: development of a long-term PR plan, analyzing appearances of the Library in the media, intensification of work in promoting the municipal libraries and branches, intensification of relations with politicians and sponsors, improvement of internal communication - informing all the employees about the current activities and long-term plans of the Library, organization of training in the field of internal and external communication. [ABSTRACT FROM AUTHOR]

The Institute Cervantes is a public not-for-profit institution founded by the Government of Spain in 1991, with the aim to promote the Spanish language and the cultures of Spanish speaking countries around the globe. Nowadays it represents the largest international Spanish teaching organization with more than 70 centers on four continents. The Institute Cervantes in Belgrade was founded in 2004 and ever since the Institution has been entirely dedicated to promotion of the Spanish language and its culture in Serbia. Almost instantly the Institute has gained immense popularity. This paper deals with quantitative and qualitative analysis of public relations policy implemented in the Center in the period 2011- 2012. Thanks to the regular media monitoring and introduction of visitors' surveys in the Institute, it is possible to determine the impact of public relations activities on people who visit cultural events. In the Institute Cervantes public relations are conducted through media relations, social media, internal communications, special events, sponsorship or partnership and community relations. Media relations are the most important among these activities. During the season 2011/2012 the Institute Cervantes published 1.177 media releases, in different media (66% on the Internet, 22% in print media, 7% on TV and 4% in magazines). According to visitors' surveys, the Internet web sites are the main source of information for our visitors. Next to them, as very important channels, there are social media. The Institute Cervantes maintains a very good direct communication with 5.423 fans through one of these media and has, per month, nearly 13.000 visitors on its web site. The Institute Cervantes also uses other activities for promotional purposes, such as sales promotion, advertising, or direct marketing. Nevertheless, PR activities are the key element in promotional strategy. In addition to accurate analysis, our specific objective is to diagnose the problems and propose solutions that can be practically applied in the work of the Center. [ABSTRACT FROM AUTHOR]