Abstract:
In the given article, it is discussed the importance of teachers' message regarding the values of the educational institution. The extremely complex network of information flow in the educational institution is essential in creating the image of organizational identity, the teachers being challenged for a new role as "promoter of the institutional image". If in pedagogical communication the message is elaborated by the teacher and oriented towards the formation of students' competencies, in institutional communication the message is of the organization, as results of the professional achievements of each member of the institution and the competence of external delivery.
