Image development in the Internet – opportunities and threats

- Zbigniew Chmielewski, Ph.D., Dariusz Tworzydło, Ph.D., Hubert Ochmański

The paper discusses issues related to communication via the Internet in the process of building an organization’s image. The authors focus on the preparatory actions and strategic decisions that need to be taken so that long-term communication with Internet users could lead to expected results. The authors also point out to possibilities and ways of using the available tools and present in the selected case studies successful image-enhancing actions. When on 1 January 1983 a decision was taken to merge the ARPAnet and CSNET, giving rise to the Internet, hardy anyone realised the world was about to change beyond recognition. Within the two following
decades the idea of computer connection reached out to practically all fields of human activity. With its ever widening availability, the new communication technology has become a natural environment for dialogue, information exchange and, consequently, the opinion forum. Today every subject that actively functions in public space, be it a company, an institution or an individual, must think about being present online (to a larger or lesser extent). This means, whether we like it or not, that our image is co-created by the Internet.

Zbigniew Chmielewski, Ph.D. – is deputy director of the public relations agency Exacto and lecturer at the Institute of Journalism and Social Communication of the Wrocław University, also associated with the Warsaw University. Since 1991 he has been involved as author and co-author in a number of identity projects and image campaigns organized for institutions, companies and local authorities. He has been involved in extensive research and authored a number of publications dedicated to issues of communication and image building. He sits on the Public Relations Ethics Council (Rada Etyki Public Relations).

Dariusz Tworzydło, Ph.D. – is director of the managing board of the public relations agency Exacto and director of the managing board of the Institute for Development of Information Society. In the years 2008-2012 he was member of the Public Relations Ethics Council (Rada Etyki Public Relations). From 2009 to 2011 he served as managing director of the Polish Society for Public Relations. Associated with the University of Wrocław and the University of Warsaw, he also cooperates with the University of Economics in Cracow. He has authored over 200 scientific publications and research reports. He uses his expertise in serving as an advisor to a number of managing boards and as a member of supervisory boards. He has collaborated on developing strategies and appraisals.

Hubert Ochmański – is head of the research and new technologies department at the public relations agency Exacto. He is responsible for coordination and realization of research projects. He also participates in works related to developing company’s strategic documents. Previously, he was associated as a journalist with the weeklies „Życie Podkarpackie” and „Gazeta Jarosławska”. He used to work as a city reporter for the Polish Radio Rzeszów. He was involved in organizing and conducting workshops for journalists. He studied journalism and social communication at the University of Information Technology and Management in Rzeszów.

Available in Open Access
Article published in Transactions of the Institute of Aviation No 226/2012
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