The purpose of this paper was to develop a strategy in public relations and promotion for small and medium-sized businesses based on a case study for a small business called "Miss Donut". The case study researches Miss Donut's day-to-day business, while also exploring public relations, public communication, and company promotion. Furthermore, it analyzes the digital presence on social networks and content marketing with an assessment of effectiveness. In addition, global trends in the communications and media industry have been analyzed, showing the importance of online communication and we have been focusing on global trends in pastry and retail. Global trends have been analyzed in the communications and media industry. These trends imply the importance of online communication. Lastly, we tackle global trends in pastry and retail. This final paper presents the importance of brand building and how branding currently, and for the foreseeable future, is essential for having a successful business. The paper expands these points using Miss Donut as an example. We will also focus on strengthening an existing brand, and also how to build an effective strategy in public relations and promotion with a goal to increase the number of users on social networks, as well as the actual customers. Nevertheless, a study into Miss Donut's previous public communication revealed flaws. However, this paper offers solutions for further development and enhancements in public communication.