| Abstract [eng] |
This paper analyses and systematises the literature of diverse Lithuanian and foreign authors who discussed the problems arising when constructing the image of an organisation: the essence of image, the principles of its formation and creation; the impact of the communicational characteristic of an organisation on the image of an institution as well as the aspects of the strategies of the organisation's image creation. The paper covers the analysis of the opinions of Joniškis town and its districts' teachers and pupils from 10 and 12 forms about Joniškis Agricultural School’s image. The content of the image is disclosed and the direction of the vocational school's image building is determined. The following hypotheses set forth by the author are substantiated: the image of the vocational school is an operationalised and identified construct; the image of the vocational school is conditionally negative; the most perspective direction for the image creation of Joniškis Agricultural School - to create the image of a cosy, safe, providing possibilities of qualitative preparation for career, ensuring a possibility to gain the start that opens the gates to a qualified job, open to the environment, fully equipped and professional school. |
