Suchergebnisse

Cel: w artykule przedstawiono najważniejsze wnioski z badań przeprowadzonych pod kierownictwem jednego z autorów publikacji. Metodologia: artykuł oparty został na wynikach szeregu badań ilościowych przeprowadzonych przez autorów publikacji. Wyniki i wnioski: publikacja zawiera prezentację nowej definicji kryzysu wizerunkowego, opierającej się na danych empirycznych. Dokonano opisu czynników determinujących bezpieczeństwo wizerunkowe organizacji, takich jak przygotowanie, wsparcie eksperckie, świadomość istnienia zagrożeń czy działania analityczne. Ten ostatni aspekt ujęto w schemat pokazujący elementy mające wpływ na to, w jaki sposób organizacja zostanie przygotowana na kryzys. W dalszej części artykułu zaprezentowany został cykl decyzji analitycznych warunkujących bezpieczeństwo wizerunkowe organizacji oraz model skuteczności reakcji w organizacji czułej na zdarzenia kryzysowe.

Cel: w artykule przedstawiono najważniejsze wnioski z badań przeprowadzonych pod kierownictwem jednego z autorów publikacji. Metodologia: artykuł oparty został na wynikach szeregu badań ilościowych przeprowadzonych przez autorów publikacji. Wyniki i wnioski: publikacja zawiera prezentację nowej definicji kryzysu wizerunkowego, opierającej się na danych empirycznych. Dokonano opisu czynników determinujących bezpieczeństwo wizerunkowe organizacji, takich jak przygotowanie, wsparcie eksperckie, świadomość istnienia zagrożeń czy działania analityczne. Ten ostatni aspekt ujęto w schemat pokazujący elementy mające wpływ na to, w jaki sposób organizacja zostanie przygotowana na kryzys. W dalszej części artykułu zaprezentowany został cykl decyzji analitycznych warunkujących bezpieczeństwo wizerunkowe organizacji oraz model skuteczności reakcji w organizacji czułej na zdarzenia kryzysowe.

Abstract
The Catholic Church – though in popular opinion it is sometimes treated as a stronghold of conservatism, traditionalism, suspicion of progress and novelty, it changed significantly in the second half of the 20th century and continues to change its attitudes, especially in terms of the use of social communication and attitude to the media mass. The Church's growing openness to media relations and the use of a rich instrumentation of social communication has become one of the reasons for the growing popularity of market orientation among the clergy and active believers, which opens opportunities for the development of the concept of a specific sectoral marketing formula of church marketing. In this article the authors search for the causes of the progressive phenomenon of the marketization of religion, present examples of the activities of the Polish Catholic church, inscribed in the church marketing trend, as well as define the negative consequences resulting from its dissemination. The applied research method is based on the literature analysis and case studies analysis.

AbstractThe article provides an analysis of potential available in corporate social responsibility (CSR) in regard to other activities conducted by Polish public relations (PR) experts and professionals. Different outlooks on social responsibility and PR are also presented in this article, including stakeholder engagement, relationships and practical determinants between them, taking into account practical circumstances characteristic for Polish environment. The hypothesis presented in the article indicates that CSR projects are one of the elements of a wide offer of PR activities offered in Poland, but they do not lie in a specialisation of agencies and are underrated by PR advisors when it comes to their usefulness in image creation. This hypothesis is backed by three independent research projects realised in years 2016–2019, conducted on a group of 852 PR specialists in Poland, which represented different types of organisations. This article is based on in‐house research on PR sector in Poland. Research data was gathered by interview questionnaires using quantitative methodology.

This article aims to show to what extent and in which areas the COVID-19 pandemic changed the services available on the public relations (PR) market. In particular, the paper focuses on crisis management and digital PR. The article was based on data obtained from 242 PR specialists. The research was carried out using the CAWI technique in the period April-May 2020, during the largest lockdown restrictions that were recorded in Poland in connection with the coronavirus pandemic. The collected data enabled the verification of a hypotheses stating that during the COVID-19 pandemic in Poland, the role of those two PR task spheres was strengthened.

AbstractCare for the external and internal environment of the company, ethics and human resources, as well as the organizational culture, is a crucial element for the importance and competitive advantage of the company. It was especially noticeable during the SARS‐COV‐2 pandemic. Companies began to grapple with difficulties, which contributed to an increased interest in crisis management competencies. The pandemic has permanently changed the functioning of society and the image of many industries, including public relations. The analysis of changes in the demand of companies for CSR‐related activities after the pandemic becomes a valuable element of the direction of innovative research. Recognizing the interest, these aspects of the company were verified. The article uses data obtained in the course of the implementation of three independent research projects realized in Poland. The first study concerned crisis management from the perspective of a public relations agencies. The structures of the offer of public relations services (including CSR strategies) were examined. The responses of some public relations specialists regarding CSR and activities in this area after the COVID‐19 pandemic were extracted from the second research project. The last, third project involved specialists employed in PR agencies. The research area covered changes in the demand of companies for CSR‐related activities after the pandemic and the desired areas of training and personal development, with particular emphasis on CSR. The common denominator of all three projects is CSR campaigns and the way they are implemented by PR specialists.