Flieger, Marcin2016-02-252016-02-252015Business and non-profit organizations facing increased competition and growing customers' demands : vol. 14. Ed. by A. Nalepka, A. Ujwary-Gil. Nowy Sącz : WSB-NLU and Fundacja Upowszechniająca Wiedzę i Naukę “Cognitione”, cop. 2015. - S. 207-221978-83-65196-21-7http://hdl.handle.net/11199/8964The paper deals with the issues concerning creating and managing communication system with the public by public administration institutions, focusing on gminas. Thus, analyzing unique functions realized by the gminas, the author has emphasized the necessity of implementing principles of a Customer Relationship Management concept. Next, the relation between the CRM concept and the idea and measures in the field of public relations has been scrutinized. As a result, the author has analyzed the ways and principles of using various communication channels with the public, showing conditions and possibilities of their implementation by the gminas.enopen accessAttribution-NonCommercial-NoDerivs 3.0 Polandcommunication systempublic administrationgminaCustomer Relationship Managementpublic relations instrumentsbookPart