Verifying an image objectives matrix for measuring the effects of public relations activities in business

This article presents the results of comprehensive research on image in the internal and external environments of an organization. During the research, the method of measuring the effect of public relations activities, i.e. the image objectives matrix, was also verified. The above tool is used to determine the image position of an economic entity, and to identify possible problems the entity must address in the range of its internal and external communications. The main conclusion is: The research project, completed in three phases (external, internal, image assessment), enabled us to optimize the dedicated tools for subsequent image studies, making it easy to see the changes closely, taking into account their direction. ZETO’s management board has received extensive material that, if appropriately used, will have a direct impact on showing the direction in which the company should be headed in the coming years. The opinions of institutional clients and employees will help to determine the strategy for future activities.