Non-governmental organizations (NGOs) are more dependent on successful public relations than almost any other type of political organization. However, how and under what conditions public relations are developed in these organizations has hardly been studied so far. Based on the Excellence Model, Kathrin Voss examines the organization of public relations exemplarily in environmental and nature conservation organizations. A cross-country comparison between the USA and Germany presents basic data for understanding the goals and means of NGO public relations. Additionally, the internal structures, workflows, and decision-making processes of six selected NGOs are explored in depth to analyze, for example, the selection of topics for public relations.