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Image building for non-governmental organizations

Author

Listed:
  • Kamila Pilch

    (Uniwersytet Ekonomiczny w Krakowie)

Abstract

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.

Suggested Citation

  • Kamila Pilch, 2018. "Image building for non-governmental organizations," Ekonomia Społeczna/Social Economy, Collegium of Economy and Public Administration, vol. 2, pages 90-97.
    • Handle: RePEc:aga:esjour:v:2:y:2018:p:90-97
    DOI: 10.15678/ES.2018.2.11
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    More about this item

    Keywords

    image; image building; non-governmental organizations;
    All these keywords.

    JEL classification:

    • L31 - Industrial Organization - - Nonprofit Organizations and Public Enterprise - - - Nonprofit Institutions; NGOs; Social Entrepreneurship
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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