Корпоративен и медиен имидж. Социалната ангажираност като предизвикателството за изграждането им
Corporate and Media Image. Social Responsibility as a Challenge for Their Building

Author(s): Ina Kandeva
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: image; corporate image; media image; image building; image elements; social responsibility; corporate strategy
Summary/Abstract: The image of a company is a complex factor that depends on many socio-psychological and, to a large extent, economic and managerial prerequisites. The basis of all this is good corporate communication and building a positive media image. For the corporate image to be built, complete, and functioning, several factors must be taken into account, one of which is the company‘s social responsibility. This article aims to strengthen the hypothesis that social commitment and corporate responsibility of a company are essential for building a good corporate image. An author‘s empirical research using the closed-type survey method is presented, in which the respondents‘ attitudes towards various factors that influence the construction of a positive corporate and media image are examined.

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