The purpose of this article is to present the results of a study on the role of the media in creating image of the organization in health care area. The media can more or less intentionally create the image of medical institutions by presenting current events in news. The media in the ruthless struggle for the viewer devote too much time to communications with strong emotions - disasters and accidents, medical malpractice, postoperative complications, corruption scandals in the medical community, protests, shortage of staff and beds in hospitals, too long waiting time for benefits, etc. - ignoring the facts of harmony and cooperation, such as scientific breakthroughs, successes of the workers and of healthcare facilities, free examinations, ranking of the best medical facilities.
Key words: image of the hospital, media relations, cooperation with the media, the media