In my master's thesis, I discuss the strategic communication of project partners trying to obtain the necessary permits for the extraction of natural gas in Petišovci. The focus is on the process of extracting natural gas, known as hydraulic stimulation or fracking which is prohibited in some of the EU countries. Therefore, it is of the utmost importance for the organization to acquire the preliminary permits from state institutions in order to implement this activity. I deal with strategic communication, which is essential for building and maintaining trust in the local community, and which should further shape the acquisition of the necessary permit. The latter requires a high level of trust in the organization and relatively positive media coverage. With content analysis and qualitative interpretive method, I analyse the organization's communication and media reporting, as well as some crucial statements of environmental activists who have been noticing and warning of dangers. In this thesis, I explore the case of media reports on an organization which, according to environmentalists, endangers the environment, and tries to assert its interests through public relations programs. The aim of the master's thesis is to analyse the strategic communication and media reporting of the selected case. The hypothesis that the correct implementation of strategic communication will create trust which will ensure the acquisition of permission to perform hydraulic stimulation was not confirmed during the study period. The research allows me to draw conclusions about the factors that contributed to the reservations of state institutions in issuing permits.