The paper aimed to investigate how preschool institutions communicate their mission and vision on their websites. The starting point is the importance of mission and vision which, as components of strategic management, reflect the identity of the institution. Kindergartens strive to achieve partnership with parents to contribute to the child's long-term well-being, and that partnership should be based on mutual trust, respect, loyalty, support, encouragement, honesty, and excellent communication. Hence the importance of clear communication of the pedagogically constructed mission and vision, which will ensure the development of positive relationships within the institution and the cooperation of the institution and the community. The official websites of 60 kindergartens from all over Croatia were scanned in order to determine the number of kindergartens that have a transparent mission and a clear vision of their institution. The obtained results show that only one third of explored kindergartens publish their mision and vision statements transparently on their websites, and their is an additional third of kindergartens that have a mission and vision statements in their official documents, but not clearly stated on the official website. More than 30% of the analyzed kindergarten websites do not contain information about the kindergarten mission or vision. It is concluded that the leadership of those institutions is not sufficiently aware of the importance of a clearly stated mission and vision in order to achieve more successful communication with parents.