IMAGE AND REPUTATION MANAGEMENT IN NON-COMMERCIAL ORGANIZATIONS: COMMUNICATIVE ASPECTS

Introduction. Recently, the problem of managing such intangible assets as image and reputation is gaining relevance in the socio-economic environment. Business structures include them in the structure of their assets and use them in the future to obtain additional profits in their activities. These processes did not bypass the non-profit sphere. For a non-profit organization, its image and reputation are sometimes the only assets that allow it to carry out its activities, to expand the markets in which it operates, to involve partners in the implementation of projects, activities or directions in its activities, to increase public interest in the idea that it promotes with the aim of solving some or other actual problems inherent in modern society. These processes did not bypass the non-profit sphere. For a non-profit organization, its image and reputation are sometimes the only assets that allow it to carry out its activities, to expand the markets in which it operates, to involve partners in the implementation of projects, activities or directions in its activities, to increase public interest in the idea that it promotes with the aim of solving some or other actual problems inherent in modern society. Goal. The purpose of the study is to define and reveal the essence of a non-profit organization, the features of its functioning and, taking into account those features of the formation of a system of communicative tools and approaches to the communication policy of a non-profit organization, which are included in the management of its image and reputation. Materials and methods. The research materials are: 1) analytical data of studies of the activities of non-profit (in particular, volunteer) organizations conducted by the National Institute of Strategic Studies and the magazine «Focus», which is part of the company «Focus Media»; 2) the works of domestic and foreign scientists investigating the problems of image and reputation management and factors influencing these processes. In the process of scientific research, the following methods were used: the method of theoretical generalization (to clarify the conceptual apparatus), the method of induction, deduction and analysis (to reveal key categories and concepts); methods of generalization and comparison (for a more detailed disclosure of the essence of the phenomenon, taking into account certain features inherent in it). The results. The scientific article revealed the essence and features of non-commercial organizations, emphasized the application of non-commercial marketing as an activity that includes management of the organization's reputation and image and has certain differences from classical (commercial) marketing, and developed approaches to the formation and implementation of the communication policy of non-commercial organizations using a system of communication tools. It was determined that there are certain markers that form the basis of the evaluation of the reputation of non-profit organizations by the expert environment, and it is on them that constant work should be carried out in order to improve them. Prospects. Communicative aspects of managing the image and reputation of non-profit organizations in the future require even more thorough research, because, despite the fact that a certain algorithm of actions for the management of these intangible assets has been developed in general, not enough attention is paid to the systematic approach to these processes, especially in the non-commercial sphere.