| Abstract [eng] |
The object of this study is non-governmental organization’s internal communication and its role in reputation management. The aim of this study is to analyse the context of non-governmental organization reputation management and according to it find out the significance of the internal communication factors in non-governmental organization reputation management. The tasks of the study: to analyse the factors which have settled the need of non-governmental organization reputation management; to analyse organization reputation management models and opportunities for non-governmental organization reputation management; to analyse internal communication factors and application of these factors in non-governmental organization reputation management; to analyze chosen organization‘s internal communication factors what may have influence to organizations reputation management as well as make recommendations for the chosen organization‘s internal communication factors applying in reputation management. Analysis of science literature has indicated that in non-governmental organizations reputation management it is important to take account of the main features of non-governmental organizations: institutionalization, non-profit activity, self-government and voluntary principles. In non-governmental organizations reputation management could be used many researchers proposed reputation management models, but these models would be adapted to the specificities of a particular organization, size, members, volunteers, activity forms. Non-governmental organizations reputation is important to ensure the systematic management of internal communication processes to help identify each member of the organizations expectations and needs, to involve members in organizations activity, assess their potential, raise awareness of the organizations achievements, to encourage members, to include all members in organizations management, strategic issues, to ensure that internal communication would be the first official source of information. Members disseminate information about the organization to external audiences; in this case, they could be a key factor in determining the views and assessment of the organization in external audiences, how many new members would join the organization and help to achieve common goals, increase the efficiency of the organization, develop the zones of influence and improve other characteristics. Non-governmental organizations in managing the reputation is first necessary to establish a positive reputation in internal groups and on the basis of internal reputation convey it to the external groups. The research has indicated that that the application of non-governmental organization’s internal communication in reputation management, in the first stage of reputation management it is necessary to clarify how the organizations understand internal groups, and to form a unified perception of the organization between all internal groups. In the second stage of reputation management may take into account corporate communication approach and corporate communication principles –based on the first stage’s of reputation management results and internal factors form organization’s reputation in the external groups. In a final stage internal communication in reputation management can provide organization’s competitive advantage or economic value (all target groups’ satisfaction with the organization, approval of the organization and its goals, support, attraction of new target groups, better access to financing sources, etc.). This study could be useful for information and communication, management disciplines lecturers, students and practical workers. |
