Media companies, in order to survive and develop on the market - need to be interested in creating positive relationships with recipients. In the period of digitalizing media - more and more diversification can be observed which may be important condition of success of media companies. However in the contrast to commercial broadcasters, public media shall do all the best and use all possible means (including new age marketing) in order to publish contents set in the mission of broadcasters. Presented in the article, studies have shown that the goodwill is created by a wide range of players in the chain of its value, and how important is the relationship between the supplier and customers, as this could result in customer loyalty to the brand - in this case, the regional public broadcaster. From the perspective of this publication are important research on public marketing assets of regional media and their use in the process of marketing communication.