Wide activities in a field of public relations (PR), including building of desirable image, creates possibilities to build its additional value and make it distinct in a group of competitors. That is why management of image in contemporary dynamic, and as someone states turbulent, conditions becomes substantially important. Management of image becomes especially important for service companies, which products consist of a chain of services provided by different indirect links, because activities of particular links influence on final perception of a firm. Management of company’s image consists of two types of activities: taken up in internal environment and taken up in external environment.

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