| Abstract [eng] |
The aim of this master thesis – to investigate the impact of public relations on the formation of organisation's image. The following research methods have been selected to realize the aim: the analysis of scientific works related to the topic of thesis, questionnaire survey, and statistical data analysis. The topicality of the topic is supposed in several aspects. They are as follows – the importance of maintenance of close relationships between the organisation and its audience to the formation of organisation's image. The influence of motivated organisation's groups on the formation of positive organisation's image. In the theoretical part the model of formation of organisation's image is discussed and analysed, the presumptions of formation of organisation's image and peculiarities of higher education institution are discussed. The impact of public relations on the formation of organisation's image is analysed. The functions of public relations are reviewed, in addition, the importance of communication's organisation and microclimate's influence on organisation's image are analysed in details. In the practical part we present the methodology of the research, the characteristics of research sample, the instruments. The results of the research analyse the evaluation of the image of Šiauliai University, the factors forming the image of Šiauliai University, the impact of public relations on the formation of organisation's image. The research results are analysed in the context of the impact of public relations on the formation of organisation's image. Data analysis, the research results are illustrated by the tables and pictures. The research has confirmed the hypothesis – university's image depends upon the interrelations of university and its internal audiences, which is expressed by a well-organised internal communication and cooperation. The recommendations to the heads of organisation's and the specialists of public relations are presented. |
