This paper investigates public relations and specificities of public relations in the banking and insurance sector. Firstly, we define the notion and principles of public relations. Further, we analyse the connection between marketing and public relations. PR departments in banking and insurance sector provide media with financial reports, inform them on new products / services launches, and comment on issues related to banking and insurance sectors. Public relations in insurance have specific ethical and social context. Modern public relations in insurance sector are based on five types of campaigns: launch story, data driven story, survey story, desk research data stories and expert opinions. Modern public relations should be using new communication medias such as internet portals and social networks.