Komunikacja społeczna samorządu terytorialnego
Social Communication in Local Government Units

Summary/Abstract: The aim of the authors is to show how local authorities and municipalities apply the tools of social communication to shape the image and reputation in local communities. Author underlines, that nowadays companies and organizations compete to sell their services and products in a rapidly changing and unstable environment. Becoming successful requires a positive image of the product or service, and the trust of customers and good communication strategy. Public administration must also face the challenges of contemporary business environment, taking advantage of methods and tools previously implemented in other areas. Best municipalities benefit from the experience of business: they take care of the image, take into account point of view of inhabitants and they work on communication strategies.

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