If organization wants to successfully works an operates it must have a rocognizable image, different from competing organizations. The image is expressed what individuals or the public think about the particular organization. Formatting the image of the organization is influenced by many factors. From many factors, an extremely important factor stands out communications that organizations establish with their target audience through the mass media. The aim of these relations is that organization with the help of the mass media make as desirable and acceptable public image. Building a desirable image will largely depend on the model that organizations applying in relations with the media. Orientation of the organization to choose strategic way of its communication with the media and applying crisis model of relations with the media, it is likely that with the help of these models is able to build its a recognizable image. The selection of strategic and crisis model of media relations, means that the organization used all the resources that are provided for effective organization communication with the media. If there is no comprehensive use of resources in relations with the media, it is expected that there can not be a desirable image of the organization in public. Therefore, the image of the organization is located in a causal relation with respect to models and tools of media relations.