| Abstract [eng] |
The image of organization can be and should be manageable – planned and controlled like every other strategic action. To do that could help proper and purposeful management of public relations. The assignment of aforesaid management function is to plan and form desirable image of organization. Objective of the diploma thesis is public relations’ practice and means which are applicable for building the image of organization. The aim of the work is to analyze the role of public relations in creating image of organization. The tasks are to analyze the conception of organization’s image, to dispute the features of creating image and to emphasize the aspects of public relations in creating image. The aim of the practical part is to research the position of public relations and the selection and use of public relations’ means in Lithuania. The conception of organization’s image and different authors’ attitudes towards organization’s image is analyzed in the first part of this thesis. In this part it is also disputed the questions of organization’s groups of influence, stages of image’s creation and features, that influence the image. In the second part it is analyzed the importance of public relations to the organization’s image creation and the public relations’ audiences and relations with the audiences. The research of attitudes of Lithuanian public relations’ experts is described in the third part of this thesis. In this part it is analyzed their opinions about public relations, image management and evaluation of current situation in Lithuania. The collected answers were analyzed and depending on that the particularity and trends of Lithuanian market were specified. This thesis could be interesting and useful for the representative of public relations or organizations’ directors who are concerned about the management of image. The collected information and analyzed results with findings could be also useful for the later researches of the role and trends of public relations in Lithuania. |
