Znaczenie oddziaływania nowych mediów na reputację Polskiego Związku Łowieckiego

Abstract

Reputation creation and proper reputation management are important aspects of any organisation. An important tool in creating an image is the new media, which reduce the distance between the stakeholder and the association. Adequate reputation creation should therefore be in the interest, in particular, of organisations with a nationwide reach and dealing with the national good. The Polish Hunting Association, as an organisation covering the entire country with its jurisdiction, has been struggling with a negative image among the Polish society for many years. To a large extent, the association's reputation is shaped by the ubiquitous new media. Thanks to these, every organisation is able to skilfully manage its image, precisely by communicating effectively and responding correctly to the needs of the association's stakeholders. Also, with the help of the new media, reputations can quickly fall into disrepute. Their importance is therefore crucial in image management.