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ROCZNIKI TEOLOGICZNE Tom LXII, zeszyt 1 - 2015

MARTA CHECHELSKA

PUBLICZNE RELACJE

I PROMOCJA DZIAŁAŃ POMOCY SPOŁECZNEJ W PRAKTYCE

PUBLIC RELATIONS

AND PROMOTION OF THE SOCIAL ASSISTANCE SYSTEM IN PRACTICE

Abstract. Contemporary world challenges social assistance institutions. Challenges are not only recently emerged social problems and their Solutions but also information manage-ment. Public relations in the field of social assistance is not very popular in Poland. Creating information policy by social assistance institutions is not only needed but essential. Public relations must be organized in the planned, organized and effective way. Elements of the information policy in the social assistance institutions are: media relations, website, publications, interior public relations and all other activities (in accordance to Law on Access to Public Information). Public relations can shape positive image of social assistance institutions. It is useful to learn how to talk about our work to give adeąuate information - to our clients, partners, donors and journalists. Systematic, open cooperation with journalists can change the attitude of the spokesmen from passive (only giving answers) to active (seeking opportunities to inform). When there will be morę adeąuate information about social assistance institutions, the image of polish social assistance system will be authentic on the one hand and satisfying to employees on the other. If social workers would like to gain public opinion appreciation, all of the social assistance institutions must implement adeąuate information policy.

Key words: public relations, social assistance, image of social assistance, information policy, media relations.

Mgr Marta Chechelska - Uniwersytet Pedagogiczny w Krakowie, Instytut Pracy Socjalnej; adres do korespondencji: os. Stalowe 17, 31-922 Kraków; e-mail: chechema@ mops.krakow.pl