In order to sell an image it is necessary to define it first, then to diffuse it, to consolidate it and to renew it permanently. Public relations are a form of institutional communication - being an element of persuasion mandated to influence opinions, attitudes and beliefs of consumers in order to sell the reputation of the institution. Public relations develop an atmosphere of sympathy based on knowledge, understanding and credibility of the organization. If the public image can be built, it is more difficult to control it in the social environment. If an institution or organization has the ability to create an image and direct it in a favorable direction for itself however it cannot have total control over the received image.