Public administration image is a quite important issue. Although public administration reform seems to be a favoured discussion topic for every civil servant and state official, very few people understand these changes must concern the social representations as well. In other words, it is imperative to change not only the structure and the activities of public administration, but also its image. Nowadays, the public administration in the Republic of Moldova is perceived as a closed and bureaucratic system. The goal of state officials must be to change it into an open, cooperative and transparent one. Main image-builders for public administration are: the country of origin, the company logo or its brand, the “salesperson” (any company employee, including the company leader), the media and the product. The last is the most important image-builder, which determines the way all the other image-builders are viewed. The image-making process is a complex and difficult one. It implies changes both of the internal and the external image. However, there is one factor which ultimately determines the public administration image – its efficiency or non-efficiency. And if public administration doesn’t work well, neither a good newspaper nor the perfect conduct of the civil servants will change its negative image. This means that the modernizing, the effectiveness, the transparency, the public services quality and the well-implemented reform will determine the public administration success. Any movement of the central or local government “works” for its image – the rude personnel, the errors in the official documents, or, vice versa, the perfect quality of all the public services. Moreover, any government employee becomes an important image-builder for the organization. That is why public administration must constantly implement a positive image management policy. In the long run, this will improve the image of the state Republic of Moldova, because the public administration image is the image of the state it works for.