Изграждане на публичния образ на организация – стратегия, възможности и предизвикателства
Building the Public Image of an Organization – Strategy, Opportunities and Challenges

Summary/Abstract: The publication states the main role of strategy and planning to achieve a positive image of the organization in society. The role of the media as a means of ensuring a good public image is emphasized. Today we have the opportunity to be informed from anywhere in the world and at any time of the day, which allows each of us to know the latest news. But it is precisely these limitless opportunities that we have that are a prerequisite for damaging the public image of any organization, for creating a conflict or crisis situation caused by ignorance of the use of media and new social networks caused by improper planning and implementation of the communication process.

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