"The relationship between the self-presentation of the town, her perceived identity and residents' identification with the urban environment was investigated in Heidelberg, FRG. This relation has relevance for the increasing efforts of local administrations to improve residents' attachment with the town through specific impression management measures. In the present study the method of content analysis was used to classify the themes of communal self presentation in the local gazette. Therefore a categorization system was developed using the following three dimensions: temporal orientation, spatial level and functional aspects. In a subsequently conducted telephone survey (N=130) the perception of these themeatic contents by the town residents was investigated and related with the urban identification scores measured with the "Urban Identity Scale" (Lalli, in press). The results indicate that highly indentifying subjects appreciate the functional aspects of the town more. Their thematic perception of the urban environment coincides with the self-presentation offered by the community. An important mediator of this relation is the attributed responsibility for the urban quality perceived (personal vs. communal). This may be of relevance for further public relation campaigns by local administrations. The study exemplifies that identity measures may prove valuable as mediating variables in many areas of Environment Psychology."