This paper aimed to provide insight into the concept of socially responsible business and its impact as part of the public relations strategy on image building with reference to the banking sector. The theoretical framework of the paper defined the concept of public relations, image, and socially responsible business, the specifics of banking sector activities, their scope of social responsibilities, and an overview of banks' involvement in corporate social responsibility. As an example of the companies on which the topic was addressed, the five largest banks in Croatia were taken into account according to the data for credit institutions of the Croatian National Bank as of March 31, 2020. In the empirical part of the paper, a quantitative analysis of the content was carried out with publications on selected online portals (vecernji.hr, jutarnji.hr, 24sata.hr, index.hr, dnevnik.hr and tportal.hr) and official websites and social networks of banks as sources about their practices of socially responsible activities carried out in the image building strategy during the ten months of 2020 (from the beginning of March to the end of December). The content analysis aimed to examine which socially responsible activities banks carried out during the coronavirus pandemic to gain a clearer insight into how banks build recognition and if the market position of banks is correlated with the number of announcements about socially responsible activities. The content analysis showed that there is a distinct interdependence in the market share of individual banks, which consequently also means the financial income of the banks, their social engagement and the public release of information about it. Although there are certain deviations, more profitable banks publish more information about their social engagement, and the reason for this could be gaining a comparative advantage with clients and diverting society's attention from the negative publications to which banks are often exposed.