SPECIFICS OF PUBLIC ORGANIZATION IMAGE FORMATION
Abstract
In an era of rapid digitalization, increasing information density, and heightened demands for transparency, public organizations are compelled to actively work on building a recognizable and positive image. This process requires a comprehensive approach that takes into account the social context, the specific activities of the organization, and the dynamics of changes in public sentiment. The creation of trust in an organization, attracting new partners, and increasing its influence are achievable only through effective image management. However, many public organizations lack a systematic approach to shaping their identity, one that considers the specifics of social activities, the characteristics of their target audience, and the fluidity of the information space. This creates risks of losing trust, diminishing influence, and limiting opportunities for partnerships. At the same time, traditional marketing strategies often fail to align with social realities, highlighting the need for the development of tailored approaches that integrate elements of social marketing, branding, and communication. These tailored strategies are essential for public organizations to effectively communicate their mission and values to their stakeholders. Exploring this topic offers valuable insights into ways that public organizations can strengthen their role in addressing pressing societal issues and ensure long-term public support. By leveraging innovative approaches to branding and social marketing, public organizations can enhance their impact, foster trust, and build sustainable partnerships with the communities they serve. Such efforts are particularly relevant in today’s interconnected world, where public perception is shaped not only by traditional media but also by the fast-paced digital environment. A strategic focus on image management and public engagement can help public organizations navigate these challenges and solidify their position as trustworthy and effective contributors to societal progress.
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