Functioning of every organization inseparably is connected with creating its internal image. The internal image can be built by the organization more or less consciously. Since it is about perception of the organization by her participants in the interest of every organization is to build such an image which would have a positive effect on them. The role of internal communications in enforcing the internal image is crucial, because opinions of participants in the organization are arising on the basis of subjective evaluations which next should be shaped on the basis of the verbal and non-verbal information exchange of the symbols, description, explanations and discussion.