| Abstract [eng] |
The aim of this thesis is to define the theoretical precondition of reputation management and communication and to determine the implementation of reputation management and communication in non-profit organizations. The objectives are to discuss the problem of conception, the needs and opportunities of reputation management and communication; to determine the features of the reputation of profit and non-profit organization; to define the abilities to apply common reputation measurement model; to determine how do the non-profit organizations understand the concept of reputation, what knowledge do they have about the managing and communicating the reputation and how do the organizations communicate the reputation through their internet sites. After analysis of scientific literature, the conclusion is that reputation of organization is measurable, one can manage it. There are measurement models created. There are connections between identity, image and reputation of organization. Nevertheless these are three different concepts. It was noted, that reputation is related with the expectations of stakeholders and all kinds of context. Analyzing the models of reputation measurement was noted that one of them is used as a basis. It’s Ch.Fombruns’ Reputation quotient, which is composed from six elements. Furthermore according to the leaders and authorities of the third sector, the necessity for non-profit organizations to manage their reputation was justified and the opportunities to use the reputation measurement model of businesses were discussed. Also was made a research of non-profit organizations’ perceptions of the concept of reputation and the implementation of reputation communication. It was observed that organizations know what reputation is, but do not have enough knowledge of how one can measure and manage reputation. The analysis of web sites of the reputation showed that the communication of reputation is not systematic, only two out of five elements of reputation are covered in the web sites and there are stakeholders who are left aside. The thesis could be useful for non-profit organizations, businesses, lecturers and students of information disciplines. |
