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Abstract: The article discusses the main approaches to the understanding of the image and reputation of a pre-school institution. The authors work out a model of reputation of pre-school institution management, which includes three stages: gradual improvement of reputation, support of change of reputation and protection of reputation. The components of pre-school institution reputation are: emotional attractiveness, the quality of services, inner and outer communication, the work of management, social responsibility, financial data and provision; the content of these components is discussed. The main duties of the staff of pre-school institution in the sphere of PR are described. Special attention is paid to reputation monitoring, with the help of which it is possible to get an overview of the activity of the institution at the present moment. On the basis of the theoretical aspect, an attempt is undertaken to single out the effects of reputational communication on different levels: high, mid and low.