Communication management within community relations by local governments in Poland

Abstract

Purpose: The authors show the essence of communication management as part of public relations activities, carried out by specific market entities, such as local government units. Design/Approach/Methodology: This article is the result of a broad, although regional, research conducted in Poland in 2020. Findings: Based on the results of empirical research, the article shows the purposefulness and legitimacy of actions taken by Polish local governments in the field of communication with the market environment, in the context of the impact of community relations. Practical Implications: Local government units with activities referred to as territorial marketing are among the numerous spheres of social life in which the marketing method of management is revealed.