IMAGE MANAGEMENT IN PUBLIC ADMINISTRATION
Journal Title: Scientific Journal of the Military University of Land Forces - Year 2011, Vol 162, Issue 4
Abstract
The article deals with the question of creating and sustaining a strong, positive image of public administration institutions. The idea is to emphasise the importance of putting ef-forts to manage the image actively and to present the undisputed benefits that this process brings. Hence, the paper explains thoroughly the characteristic of an image itself and how it developed to the so-called ‘rational approach’. Then the authors analyse very specific ideas and assumptions which lay at the basis of undertaking measures in the field of public relations, which differ substantially from the motivation in private companies. Moreover, the article scrutinizes crucial groups of the public which might be attracted to the region by its positive perception and profoundly analyses the instruments of image management, at the same focusing on the fields in which public administration institutions ought to take up measures in order to build a positive image.
Authors and Affiliations
Marcin FLIEGER, Michał FLIEGER
Keywords
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