The goal of this paper is a review of the representation level of cultural institutions (archives, museums and libraries) within the media space on the example of Croatian newspapers' internet editions. Mentioned institutions in public sector are character ised by a mission to provide services and support in everyday life of their citizens. It is necessary to mention their actual competitive character, whether mutual, whether in relation to other informational services for a limited fund and for their users. This is why each one of them starts to introduce the planning based on the perception of the public, the way public looks on them and generally on their interpretation by the public along with their common activities. Public relations experts have a task to establish the communication with all publics and groups that directly or indirectly influence the success of institutional activities, i.e. stakeholders and media among other. Results of author’s research , which resulted from the content analysis of two daily newspaper online editions, indicate an inadequate representation of institutions in media, i.e. their unpreparedness for media relations