The exceptional diversity of Croatian folklore creativity, the preservation and presentation of national heritage are the focus of many ethnologists, anthropologists, art historians, cultural scientists, sociologists, and many other scientists. However, how successfully Croatian traditional culture finds its way to the wider Croatian public and how much it knows about it depends largely on the few institutions that deal with it from different perspectives. Although the preservation of folklore heritage by local amateur arts groups and associations that keep their customs from oblivion, institutionalized tradition should ensure the long-term, systematic and continuous preservation and presentation of the rich Croatian heritage. That is why it is especially important, in the current time of the galloping development of tehnology and communication processes, to successfully communicate the activities of institutions dealing with some aspect of preserving and presenting heritage. This paper analyzes the public relations of two such institutions of national importance, one museum and one performing art institution. It is about the Ethnographic Museum in Zagreb and the Folk Dance and Song Ensemble of Croatia Lado. Using the examples of the three projects of each institution, the strategy of communication with the public through quantitative and qualitative research methods was analyzed, with the intention of obtaining as accurate insight into the ways, tactics and then results of public relations of the institutions. Research has shown that there is a space for improvement and how traditional culture, although interesting to the public, is often not the focus of the media, partly because of lack of knowledge and activities of art institutions in public relations, and partly because of a general lack of interest in the media for the arts, especially folk. However, a major shift has been made in the new ways of communication of the Ethnographic Museum and the LADO Ensemble and methods of finding a way to reach new audiences more in tune with the psychology of the contemporary consumer of folk art. In conclusion, the paper proposes to improve the public relations of institutions, with the aim of potentially maintaining the long-term public interest in traditional culture as an inalienable part of Croatian cultural identity.