Introduction:
Introduction. Increase of patient awareness, technological developments, competition which appeared on the market of medical services all have led to the need to ensure a good image of the health protection unit. Promotional marketing activities and particularly public relations tools implemented in a planned systematic way allow to create a positive image of a medical unit. PR can build mutual, positive relations with the environment. Aim of the study. The main aim of this paper is to present the methods and the use of PR tools in the process of building the image of the selected dental practices.

Materials and methods:
Materials and methods. The method of the questionnaire, in-depth interview . The study of a qualitative nature. There were examined 31 dental offices in the city of Bytom. The results were analysed statistically.

Results:
Results. Three-quarters of respondents consciously use various tools of PR in the process of creating their image. They use a wide range of techniques and ways of interacting with the environment. A quarter of the surveyed offices did not knowingly take such action.

Conclusions:
Conclusions. Surveyed clinics have organized various activities for patients within PR. They collaborate with multiple stakeholders from the external environment. However, in the offices, the PR management is still poorly organized and minimally configured. Dentists use many forms of communication. The most popular medium of communication channel used by dentists is the Internet.