6781097003

2014 Nr kol. 1922

ZESZYTY NAUKOWE POLITECHNIKI ŚLĄSKIEJ Seria: ORGANIZACJA I ZARZĄDZANIE z. 75

Adam WYSZOMIRSKI

Social Academy of Science in Lodź

PUBLIC RELATIONS TECHNIQUES IN PUBLIC ADMINISTRATION

Summary. The aim of the author is to show how local authorities and municipalities apply the tools of public relations to shape the image and reputation in local communities.

Keywords: public relations, local government, managing the city.

TECHNIKI PUBLIC RELATIONS W ADMINISTRACJI PUBLICZNEJ

Streszczenie. Celem artykułu jest ukazanie, w jaki sposób jednostki samorządu terytorialnego wykorzystują narzędzia public relations w kreowaniu wizerunku i reputacji w środowiskach lokalnych.

Słowa kluczowe: public relations, samorząd terytorialny, zarządzanie miastem.

Companies and organizations compete to sell their services and products in a rapidly changing and unstable environment. Becoming successful requires a positive image of the product (service), and the trust of customers. Public administration must also face the challenges of contemporary business environment, taking advantage of methods and tools previously implemented in other areas. In case of local government trust and positive perception are the basis of success as far as the implementation of new strategies, programs and projects is concerned. As noted by Zdzisław Knecht: “Polish State and local administration face the big change. Integration with the European Union, new problems, struggles against competition - demands knowledge and authority from civil servants. Best municipalities benefit from the experience of business: take care of the image, marketing, asking inhabitants about their needs. The winners of the election and men of trust apply the