The role of communication in shaping public organization’s image

The article features the role of communication in shaping the image of a public organization. Each organization’s key to success is the satisfaction of groups in its environment. An organization’s efficient system of communication with the society is the basis of an effective operation. All signals given to the environment make up a complex image of a public institution. Therefore, messages (announcements) sent should be planned and predicted as well as possible. Errors in communication may ruin the organization’s image, which consequently may lead to the distrust of the society. Public organizations should primarily focus their attention on the content and method of conveying information to the environment and also how the recipient will respond to a given message. Only such an approach may ensure its appropriate and favourable perception by the society