The influence of image over the success of organisation was analyzed in the Master’s degree dissertation. The theoretical scientific literature of foreign and Lithuanian authors was analyzed, the analysis of concepts of the organisation’s image, kinds if image and ways of forming were presented. The empirical research was performed. Factors influencing the image of Kėdainiai town general education schools were researched, the object of the work was achieved and the tasks were realized. The formulated hypothesis of the scientific research stating that the main factors forming the school’s image are the high quality of education, the close association of members of school communities and the formation of public opinion was partly confirmed. Conclusions, recommendations and means forming the positive image of a school were presented. On the basis of theoretical and practical results of the Masters degree dissertation, the paper on the subject “Means of Forming the Image of General Education Schools” was read in the Sixth Conference of Students’ Scientific Works “Urgent Problems of Economics and Management” on the 4th of May,2006.

Magistro darbe yra išanalizuoti ir susisteminti įvairių Lietuvos ir užsienio autorių mokslinės literatūros šaltiniai apie organizacijos įvaizdžio konstravimo problematiką: įvaizdžio esmę, jo formavimo bei kūrimo principus; organizacijos komunikacijos charakteristikos reikšmę institucijos įvaizdžiui bei organizacijos įvaizdžio formavimo strategijų aspektus. Darbe atskleidžiama Joniškio miesto ir rajonų 10 – 12 klasių mokinių bei jų mokytojų nuomonė apie visuomenėje vyraujantį Joniškio ŽŪM įvaizdį, atskleidžiamas jo turinys ir nustatomas profesinės mokyklos įvaizdžio konstravimo kryptingumas. Patvirtinamos darbo autorės suformuluotos mokslinio tyrimo hipotezės, jog profesinės mokyklos įvaizdis yra operacionalizuojamas ir identifikuojamas konstruktas; profesinės mokyklos įvaizdis yra sąlygiškai neigiamas ir tai, jog perspektyviausia Joniškio ŽŪM įvaizdžio formavimo kryptis – kurti jaukios, saugios, sudarančios galimybių kokybiškai pasirengti profesinei veiklai, laiduojančios galimybę gauti pradinį startą kvalifikuotai darbo vietai gauti, atviros aplinkai, gerai aprūpintos bei profesionalios mokyklos įvaizdį. / This paper analyses and systematises the literature of diverse Lithuanian and foreign authors who discussed the problems arising when constructing the image of an organisation: the essence of image, the principles of its formation and creation; the impact of the communicational characteristic of an organisation on the image of an institution as well as the aspects of the strategies of the organisation's image creation. The paper covers the analysis of the opinions of Joniškis town and its districts' teachers and pupils from 10 and 12 forms about Joniškis Agricultural School’s image. The content of the image is disclosed and the direction of the vocational school's image building is determined. The following hypotheses set forth by the author are substantiated: the image of the vocational school is an operationalised and identified construct; the image of the vocational school is conditionally negative; the most perspective direction for the image creation of Joniškis Agricultural School - to create the image of a cosy, safe, providing possibilities of qualitative preparation for career, ensuring a possibility to gain the start that opens the gates to a qualified job, open to the environment, fully equipped and professional school.