The article concerns creating the image of a public institution what the Polish police is. It contains characteristics of the Press and Information activities, coordinated by the Spokespersons. This text bring the issue up of increasing public confidence to the police in recent years. The role of the journalists was emphasized as well. The journalists who inform the public about the activities of the police, making the assessment which has a big influence on the public perception. In the process of creating the image, choosing the right tools can decide about the success or media failure of the institution’s image.