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1

Wizerunek wewnętrzny w tworzeniu silnej marki kraju

100%

Daszkiewicz M.

Nauki o Zarządzaniu

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2013

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issue 2(15)

51-61

EN

A strong nation brand is important for economic development of a country and the standard of living of its inhabitants. Apart from objective factors the perception of the country is also affected by various communication processes. The article discusses internal image impact on the holistic image of a country. The article presents the possibilities of the measurement of the internal country image. The author emphasizes the importance of techniques based on free associations in determining the internal country image. To illustrate theoretical considerations the author discusses results of the exploratory survey concerning the internal image of Poland.

2

Kształtowanie wizerunku przedsiębiorstwa za pomocą działań z zakresu public relations

75%

Pawlak-Kołodziejska K.

Zeszyty Naukowe Ostrołęckiego Towarzystwa Naukowego

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2011

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vol. Zeszyt

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issue XXV

527-540

EN

Corporate image becomes a necessary condition to compete in today’s fastchanging markets. The image consists of many components that are only partially controlled by company. However, this does not relieve the company of attempting to influence the picture of the company emerging in the minds of the public. Measures of building image provide the public relations. This article presents the outcome of the research, conducted in 2010, on the activities of PR used to create the image of the company. It discusses the issues of image, its creation, the division into internal and external image and PR activities undertaken in relation to different audiences of the image.

PL

Wizerunek firmy staje się niezbędnym warunkiem konkurowania na współczesnych, dynamicznie się zmieniających rynkach. Wizerunek składa się z wielu komponentów, które są tylko częściowo kontrolowane przez przedsiębiorstwo. Nie zwalnia to jednak przedsiębiorstwa z podejmowania prób wpływania na tworzący się w umysłach odbiorców obraz przedsiębiorstwa. Środki budowy wizerunku zapewnia public relations. Artykuł prezentuje wyniki badania, zrealizowanego w 2010 roku, dotyczącego działań PR stosowanych w celu kreowania wizerunku przedsiębiorstwa. Omówione zostały w nim zagadnienia dotyczące wizerunku, jego budowy, podziału na wizerunek zewnętrzny i wewnętrzny oraz działania PR podejmowane w stosunku do różnych grup odbiorców wizerunku.

3

ІМІДЖ ВУЗУ ЯК СКЛАДОВА СИСТЕМИ ОСВІТИ

63%

Проценко І.

Педагогічні науки: теорія, історія, інноваційні технології

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2015

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issue 9(53)

398-406

EN

The article reveals the essence of the concepts of «image» and «the image of the University». It was found that the image - an integral part of any organization, directing its actions to create a favorable image in the market economy to establish a harmonious relationship with the public. The main components of the higher education institution’s image structure are analyzed.The author identifies 8 components. 1. The image of the educational services - representation of people about the unique characteristics, which, in their opinion, is the service. Additional services (attributes) – is that the university provides excellent properties. 2. The image of the consumers of educational services includes information on the lifestyle, social status and some personal (psychological) characteristics of the consumers. 3. The internal image of the organization – a presentation of the teachers and students of the university. The main determinants are the internal image of the organization’s culture and socio-psychological climate. 4. The image of the rector of the university and the Scientific Council includes representation of abilities, attitudes, value orientations, psychological characteristics, appearance. 5. The image of the personnel – is a collective, generalized image of the teaching staff. 6. Social image – representation of the general public about the social order and the role of the university in the economic, social and cultural life of society. 7. The visual image – presentation about the organization, based on the visual sensations that capture information about the interior of the buildings, lecture halls, branding the organization. 8. Business image – presentation about the organization as a subject of business activity. It was found that the image of the university is divided into four components: 1) the services of image – how good and necessary educational services it provides; 2) administrative and financial image – effectively manage the university, how optimally allocated budgetary funds received by the educational institution, and extra earned them in the provision of additional paid educational services; 3) the image of a public –active institution as a "member of society", as the subject of the region, which takes part in the educational institution of solving urgent social (and often cultural) issues; 4) the image of the educational institution as an employer – how it treats its employees and teachers, as an initiative supported by the (artistic and scientific) that offers professional growth. It was found that the effective image of institution of higher education is necessary not only to strengthen the position on the local market of educational services, but in general, the level of educational development in the region and in the country.

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1 Nauki o Zarządzaniu

1 Zeszyty Naukowe Ostrołęckiego Towarzystwa Naukowego

1 Педагогічні науки: теорія, історія, інноваційні технології

1 Daszkiewicz M.

1 Pawlak-Kołodziejska K.

1 Проценко І.

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Wizerunek wewnętrzny w tworzeniu silnej marki kraju

Kształtowanie wizerunku przedsiębiorstwa za pomocą działań z zakresu public relations

ІМІДЖ ВУЗУ ЯК СКЛАДОВА СИСТЕМИ ОСВІТИ