This master‘s final paper formulates problems of universities image, its formation, adjustement and support in Panevėžys district. It analyses and systematizes variuos research about image and public relations by Lithuanian and foreign authors. The paper presents a detailed analysis of image influence on university selection. It also presents acomplished potential students – unemployed people and pupils – opinion research about Lithuanian universities image in Panevėžys district. The research confirms hypothesis of an author that active formation of positive university, image adjustement and support strongly effects the popularity of university and potential students choice.