Creating a corporate image of social sector institutions: strategies, challenges and impact on public perception
Students Name: Kohut Vasyl Vasylovych
Qualification Level: magister
Speciality: Management of social sphere institutions
Institute: Institute of the Humanities and Social Sciences
Mode of Study: full
Academic Year: 2024-2025 н.р.
Language of Defence: ukrainian
Abstract: Thistopicisrelevantbecausesocialsectorinstitutions, suchashealthcare, education, andsocialprotectionorganizations, play a criticallyimportantroleinsociety. Atthesametime, theyfacenumerouschallenges, includinghighcompetitionlevels, limitedfinancialresources, changingcommunityexpectations, andtheinfluenceofdigitaltechnologiesandtheinformationenvironment. Building a positiveimageforsuchinstitutionsrequires a comprehensiveapproachthatincludesstrategydevelopment, effectivecommunicationwiththepublic, andtheabilitytoadapttomodernconditions. Therelevanceofthisresearchisdeterminedbythegrowingroleofcorporateimageinensuringthesustainabledevelopmentofsocialinstitutions, enhancingtheircompetitiveness, andstrengtheningcommunityrelations. Analyzingchallengesanddevelopingstrategiesinthisareacanimprovetheinteractionbetweeninstitutionsandthepublic, create a favorableinformationalenvironment, andensurethesustainabledevelopmentofthesocialsector. Notableresearcherswhohavesignificantlycontributedtothisfieldinclude N. Buha, V. Vervun, S. Honcharenko, D. Demchenko, I. Illyashenko, R. Levkina, O. Lozovskyi, V. Poltorak, andYu. Yasinska, whohaveemphasizedvariousaspectsofimageformationanditsroleinincreasingorganizationalcompetitiveness. Objective: Theobjectiveofthisthesisistoexplorestrategiesforformingthecorporateimageofsocialsectorinstitutions, analyzethechallengesemerginginthisprocess, andassesstheirimpactoncommunityperception. ResearchTasks: 1. Reviewtheacademicliteratureandsourcesontheissueofformingthecorporateimageofsocialsectorinstitutions. 2. Analyzethelegalandregulatoryaspectsofcorporateimageformationinsocialsectorinstitutions. 3. Examinethemethodologyforstudyingthecorporateimageformationofsocialinstitutions. 4. Analyzethetoolsforcorporateimageformationinsocialsectorinstitutions. 5. IdentifythespecificsofcorporateimageformationinsocialsectorinstitutionsatthecurrentstageinUkraine. 6. Characterizethecontentandindicatorsofthecorporateimageofsocialsectorinstitutionsatthecurrentstage. 7. AnalyzethefeaturesofthecommunicationpolicyoftheStryiMunicipalCenterforSocialServicesbasedonempiricalresearch. 8. DefinetheoptimalmodelforformingthecorporateimageoftheStryiMunicipalCenterforSocialServices. 9. DeveloprecommendationsandproposalsforformingthecorporateimageoftheStryiMunicipalCenterforSocialServices. ResearchObject:ThecorporateimageofsocialsectorinstitutionsinUkraine. ResearchSubject:Theformationofthecorporateimageofsocialsectorinstitutions: strategies, challenges, andimpactoncommunityperception. Inthefirstchapter, thetheoreticalandmethodologicalfoundationsofcorporateimageresearchinsocialsectorinstitutionsareexamined, highlightingtheirkeyroleinforming a positiveperceptionoftheorganization. Thischapterlaysthegroundworkforfurtheranalysisoftechnologiesandmethodsthatcontributetobuilding a high-qualitycorporateimageandenhancingtrustamongthepublicandpartners. Thesecondchapterfocusesonthepracticalaspectsofformingthecorporateimageinsocialsectorinstitutions, emphasizingthespecificconditionsofthemodernera. Thechapterstressestheneedfor a strategicapproachtoimagebuildingbasedontheprinciplesofopenness, interactionwithtargetaudiences, andsocialresponsibility, whicharekeytosuccessfullypositioninginstitutionsinsociety. ThethirdchapterisdedicatedtodevelopingrecommendationsandproposalsforwaystoformthecorporateimageoftheStryiMunicipalCenterforSocialServices. Itemphasizestheimportanceofaninnovativeapproach, considerationoflocalspecifics, andtheimplementationofmoderncommunicationmethodstoachievepositivepublicperception, strengthentheinstitution’sreputation, andbuildtrustamongthecommunity. Keywords:imageformation, socialsectorinstitutions, quality, socialresponsibility. References: • Bondarenko, S. M., &Lifar, K. V. (2021). OrganizationalImage: Essence, Content, andMainStagesofFormation. Technologies andDesign, 2, 4–5. • Bulkakova, O. V. (2022). Brand-ImageofEnterprisesintheConsumerMarket. ScientificBulletinofUzhhorodNationalUniversity, 13(1), 31. • Vartanova, O. V. (2019). Scientific-MethodicalApproachestoManagingtheImageofServiceSectorEnterprises. DevelopmentManagement, 4(186), 79–84. • Dowling, G. R. (2021). ManagingCorporateImage. IndustrialMarketingManagement, 15, 109–115. • Dyachuk, M., &Buha, N. (2022). FormingandMaintainingtheImageofanEnterprise. ScientificBulletinof MNU NamedAfter V. O. Sukhomlynsky. Series: EconomicSciences, 2(9), 12–16. • Zviryntsiv, A. B. (2018). ImageFormation: CommunicationManagement, 442. • Zozulia, R. V. (2019). Formationof Professional EthicsofFutureSocialWorkersinUniversities: Monograph. Ivano-Frankivsk: NAIR.