The activity of „public relations” is a necessary request for any organization, in order to reach the imposed objectives, a inherent condition of its efficient functioning, able to settle the most important inter-human relationships. The public relations represents the premise in order to exercise the management activity and the management process functions. Only by means of an efficient communication are the planning and programming, the coordination and control, the motivation, consulting and active participation of the organization members possible, capable to accomplish the aimed goals. Every single moment belonging to the organization activity is based on the efficient communication and construction of the image, as a modality to focus and correlate the efforts. In this article we try to underline the importance of communication strategies in activity of public institutions for a efficient construction of its image in the new reality.