Impression management is the process through which people try to control the impressions other people form of themselves. It is a goal-directed conscious or unconscious attempt to influence the perceptions of other people about a person, object or event by regulating and controlling information in social interaction. For our research we have selected a series of interviews with various public persons from various fields (political/ economic/, medicine, TV, artistic a. o.) from VIP- Magazine. We aimed to identify strategies of self – introduction applied in the public sphere. The interviews from this magazine represent excellent pieces of study material in order to identify strategies of impression management, as the interviewed persons are aware that the information they deliver will be read by a broad range of people, so that they are once again motivated to present themselves in a favorable light. Possibly, they might even „retouch” some aspects of the social self, offering some additional explanations or justifications. Both for the analysis of images and texts, we have outlined two directions: institutional self presentation and spontaneous self presentation, identifying a series of scenarios.