Image building for non-governmental organizations
Kamila Pilch ()
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Kamila Pilch: Uniwersytet Ekonomiczny w Krakowie
Ekonomia Społeczna/Social Economy, 2018, vol. 2, 90-97
Image is one of the most important intangible organizational resources. Non-governmental organizations competing for volunteers, sponsors or supporters. Increasing competition enforces professionalization of management’s as well as marketing activities supporting image creation. The aim of this article is to present public relations tools and techniques that can be used to maintain or build relations with specific target publics and to create positive image. The study presents the basic components of the image, public relations techniques used in communication with the internal and external environment as well as the results of the current third sector image research. The study shows that non-governmental organizations need to build and solidify their brand image.
Keywords: image; image building; non-governmental organizations (search for similar items in EconPapers)
JEL-codes: L31 M31 (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:aga:esjour:v:2:y:2018:p:90-97
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