Profit by all means is not considered the ultimate aim of today's organizations. The role of organizations has also transformed: today they are a part of social structures making influence on the society. At the same time they realize the importance of social opinion to their growth and turn to the media as a third party to form their image. This determines an attitude to creation of the organization reputation as a planned, strategic process. At the end of the 20th century the problem of information reliability and truthfulness became particularly acute, especially in advertising and public relations. The paper presents the key findings of a research on the situation of public relations in Poland. Ethical issues faced in this area are those that public relations is turning into an aggressive means to form and maintain one's image, and not a way to hear the organization's stakeholders.