Enhancing Scientific Institutions through Local Authority Initiatives: Insights from the West Pomeranian Voivodeship

Purpose: The aim of this article is The aim of this article is to present local government units (jsts) as entities that, by means of promoting their local scientific institutions or their achievements, promote their region/city and influence its development. Designe/Methodology/Approche: When shaping the image of a city/region, various areas of development should be showcased in order to attract the interest of entrepreneurs, investors, residents or tourists. The research hypothesis was defined as follows: Building the image of a region by showing development in different areas creates an opportunity for different groups of message recipients to become interested in the region, therefore one such area could be the promotion of scientific institutions. The following research methods were used in the study: case study and content analysis of documents and materials. Findings: Without a proper promotion strategy of the jst and a decision of the region's authorities, the promotion of scientific institutions and their activities will not be achieved. Only mutual cooperation can contribute on the one hand to a better presentation of the region's image, and on the other hand to a positive image of the scientific institution and the results of its scientists. Practical implications: The activities presented in the article may serve as a hint for other local governments or cities that would like to cooperate more with scientific institutions and, through their promotion, influence the perception of these entities and their scientific achievements while building a positive image of their region. Original/value: The article is of practical use. The results can be used by municipalities planning to promote scientific institutions in their region.