The main goal of the paper was to analyze how the Croatian public relations agencies adapted to the digitalization process, how they use the public relations and digital marketing tools for their own benefit and how they expect this integration process to unfold in the future. The existence of digital marketing not only enables a quicker, two-way communication, but also improves the relations with the end users, which is why it is important to examine to what extent and how successfully the public relations agencies tend to utilize these tools. The paper presents the theoretical overview of the key terms such as public relations, public relations agencies, marketing and digital marketing. Furthermore, an overview of the theoretical background related to the integration of the digital marketing and public relations is provided. The main part of the paper is the research which was conducted using qualitative method of in-depth interview. Five Croatian agencies were chosen for the research – PR 365 Communications, Media Val, Grizzli Communications, Millennium Promotion and Communications Office Colić, Laco and partners. The head people of the agencies’ marketing and public relations departments participated in the structured interview. The goal of the research was to determine how successfully the agencies use the digital marketing tools and public relations for their own benefit and what they expect in the future. The results have indicated that although the majority do not have separate digital marketing departments or officers, the Croatian public relations agencies are showing awareness of the benefits of the digital marketing tools and tend to use them regularly. The majority has a positive stance on the integration of the public relations and digital marketing in the future.