This article argues the idea that public image is a reflection of the reputation, of the personality or identity of a public institution. In this context public authorities image is based largely on how it manifests defining elements, these being: goal, objectives, structure, staff and institutional culture. The image of a public institution is considered to be the object of heritage, it is managed and administered like any other object heritage. Imaging process of public authorities is a long process and is in constant evolution. Any public institution who wants to project a positive image must take into account both external audiences and internal audiences. Any negligence may cost quite expensive, especially if the situation cannot be handled quickly and appropriately.