Public Image and Reputation Management: Retrospective and Actualities

Abstract

The paper deals with the concepts of image and reputation and peculiarities of managing them in the
context of politics and public institutions. Substantial stages of image and reputation management development
are identified and characterized. The necessity for creating sustainable image and seeking a strong
positive reputation, as well as grounding reputation management on the base of holistic approach, is presented.
Characteristics and factors driving ones’ image and reputation, submitted in the paper, and proposed
theoretical issues and practical considerations of managing image and reputation should be considered
as guidelines for developing comprehensive image and reputation management system in both politics
and public institutions. Exploring such a system is extremely important both in politics, as image-intensive sector,
and in public institutions as demand for transparency and power of communication grow increasingly.