FORMATION OF THE IMAGE OF THE PUBLIC SECTOR ORGANIZATION

Abstract

Every public sector organization strives to have a good image. Organizational image can be understood in different ways, be more or less structured, as a set of ideas, feelings, perception and imagination that a person or a group of persons has for a certain phenomenon or thing. There is no single definition of organizational image in the scientific literature, so authors present them differently, but some can be used as synonyms, and different factors that influence the formation of the organizational image are also distinguished. Organizational image reflects the net cognitive reactions, associations of customers, investors, employees and candidates with the name of the organization. A positive image of a public sector organization is created, achieved and managed together. However, sometimes the organizational image is not what the organization deserves or hopes to receive.