PR AND MARKETING OF SOCIAL POLICY INSTITUTIONS IN POLAND
PR AND MARKETING OF SOCIAL POLICY INSTITUTIONS IN POLAND
Author(s): Michał SzyszkaSubject(s): Social Sciences, Media studies, Communication studies, Sociology, Theory of Communication, Policy, planning, forecast and speculation, Welfare services, Marketing / Advertising, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: media communication in social policy; public relations of social policy; social integration; welfare institutions in media;
Summary/Abstract: The paper presents the problems of presence of social policy institutions in media messages (Internet, television, radio, press) as well as the use of media and new media (including electronic communication) in order to support activities in this area. Communication deficits and barriers occurring in modern Polish public institutions are discussed and compared with the possibilities of applying marketing and PR tools. The text also presents the concept of holistic joining of the activities in the social space with those in the media space, the latter including marketing and PR, in order to support and reinforce the functioning of social policy institutions.
Journal: Marketing Identity
- Issue Year: 3/2015
- Issue No: 1/1
- Page Range: 343-352
- Page Count: 10
- Language: English