The article discusses the concept of the image of an educational institution, describes the model of the head’s work with the teaching staff to form the school image. An integral part of the image is an innovative focus on the development and competitiveness of the institution. The author indicates that the formation of the image of the institution involves the introduction of new promising pedagogical technologies of communication models and the modernization of the educational environment of the school. Based on work experience to maintain the image of the school, it is expected to use PRtechnologies, in particular the use of the school logotype on eco-bags, training organizers, training supplies. Tendencies for improving the professional education of teachers by improving high technologies for the modernization of progress as technological and social are defined.