This article examines the methodological approaches to image formation in contemporary organizations and the significance of Public Relations (PR) technologies in that process. The two principal approaches to image construction — symbolic-emotional and substantive-essentialist — are subjected to comparative analysis. The role of PR technologies in shaping organizational image, together with their systemic and integrative characteristics, is explored in detail. The distinctive features and prospects of image formation under conditions of contemporary digital technologies are also identified. The findings carry both scholarly and practical significance for those engaged in planning and executing PR activities.