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1

Police media relations activities in the light of empirical research. Comparative analysis

Krawczyk Dariusz

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2024

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z. 192

603--617

EN

Purpose: In order to establish the applicable principles for the practical implementation of police media relations activities, a survey was conducted among all press officers of the Silesian garrison in 2022. The results obtained were then compared with the results of a project carried out on the same research field in 2017. The result was to identify trends in the management of police information policy and to obtain data on the selection and use of communication tools. Design/methodology/approach: A survey questionnaire was addressed to all press officers of the Silesian police garrison. The questions concerned, among other things, the tools used in media relations activities, perceptions of the communicative effectiveness of individual mass media or the methods preferred by journalists for obtaining information. In order to determine the nature of transformations in media relations activities, the results obtained were compared with data obtained during a similar survey, but carried out five years earlier. Conclusion: An overwhelming proportion of officers responsible for maintaining relations with the media continued to declare traditional forms of contact such as a telephone call (52 per cent of indications), which is probably related to the high attractiveness for journalists of information held by the police press service. In contrast, awareness of the importance of social media has increased among officers (from 22 per cent to 30 per cent), although this has not been followed by an increase in the level of their use in media relations practice. There has also been a drastic increase in the level of approval (from 53 per cent to 75 per cent) of the use of rectification as an effective method of responding to publications containing inaccuracies, misrepresentations or manipulations. Practical implications: The results obtained are of implementation significance due to the possibility of applying in practice the public relations activities of both the uniformed services and other organisations implementing communication strategies based on the use of mass media, and this particularly concerns media relations activities. Originality/value: Conducting research into the management of police communication allows for scientific reflection on methods of information distribution and at the same time creating the image of both the formation itself and forming opinions about the level of security among media audiences. The analyses described above also allow further areas of research to be identified and actions to be taken to implement innovative methods of improving the process of social communication of the police and other uniformed services.

2

Managing social communication. Analysis of media relations activities of Polish police press officers

Krawczyk Dariusz

Management Systems in Production Engineering

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2023

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nr 3 (31)

290--299

EN

The foundation of the social communication system of the Polish police is the press officers of district and city departments, who maintain regular contact with journalists of local and regional media, and incidentally also with national or international mass media. The aim of the 2022 survey was to determine the media relations activities, techniques and tools used by officers. All press officers in the police garrison in the Silesian Voivodeship participated in the research project. 100% of press officers took part in the survey. Responding to the expectations of journalists police officers prefer direct contact with journalists, including 52% by phone. Although press officers consider social media to be a good method of contacting the public (30%), they do not use it themselves in contacts with journalists. They prefer to use the official police website (28%). Police spokesmen, due to the information they have, gain the attention of the mass media and do not have to use modern communication techniques to attract journalists. Maintaining constant contact with journalists, press officers also assessed the level of their professionalism. According to the respondents, TV journalists are characterized by the highest professionalism (41%). In second place are press and radio journalists with a similar number of indications (27% and 24%). The professionalism of Internet editorial staff was rated the worst (8%).

3

Współczesne mierniki działań PR w sportowych imprezach masowych

Babicz A.

Nowoczesne Systemy Zarządzania

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2018

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T. 13, nr 3

43--52

PL

Celem rozważań jest analiza dostępnych mierników działań PR oraz dobranie skutecznych metod pomiaru dla organizatorów masowych imprez sportowych. W artykule zastosowano analizę literatury przedmiotu, analizę danych zastanych oraz obserwację największych polskich masowych imprez sportowych, m.in. Enea Challenge Poznań. W pierwszej części artykułu skupiono się na złożonej charakterystyce wydarzeń sportowych z podkreśleniem znaczenia czynnika emocjonalnego. W drugiej części skupiono się na analizie możliwych działań public relations w eventach sportowych. W kolejnych etapach rozważania skupiono się na przygotowaniu do pomiaru działań PR poprzez szczegółowe i mierzalne opracowanie strategii komunikacyjnej. W kolejnych częściach artykułu przeanalizowano dostępne mierniki działań PR oraz metody pomiaru oraz pokazano na przykładach w jaki sposób one funkcjonują.

EN

The aim of considerations is to analyze available measures of PR and to select effective measurement methods for organizers of mass sports events. The article is based on literature on the subject, analysis of existing data and observation of the biggest Polish mass sports events, including Enea Challenge Poznań. The first part of the article focuses on the complex characteristics of sports events with emphasis of the importance of the emotional factor. Second part focuses on the analysis of possible public relations activities in sports events. Then, there are also reflections about preparing a detailed and measurable communication strategy. In the following parts of this article, there are analysis of available measures of PR activities and methods with examples of how they can function.

4

Public relations in the marketing of product innovations

Koszembar-Wiklik M.

Organizacja i Zarządzanie : kwartalnik naukowy

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2016

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nr 3

49--63

EN

The success of organizations depend more and more on their ability and willingness to innovate. The very development of innovative products or technologies does not guarantee market success. Product commercialization requires the undertaking of marketing activities. For new technologies and products, the most effective solution is to develop brand image through public relations, in particular media relations. PR is becoming more and more significant in the model of the open approach to innovation in the era of development of social media. The aim of this article is to present the role of media relations in the process of introducing innovative products on the market. The analysis was based on a case study of a company showing an example of good practices of introducing new products by use of public relations activities.

PL

Sukcesy organizacji zależą dzisiaj coraz bardziej od ich podatności na innowacje. Samo opracowanie innowacyjnych produktów czy technologii nie gwarantuje sukcesu rynkowego. Komercjalizacja produktów wymaga podjęcia działań marketingowych. Najbardziej skuteczne w przypadku nowych technologii i produktów jest budowanie wizerunku marki przez działania public relations, a zwłaszcza media relations. PR nabiera szczególnego znaczenia przy modelu otwartego podejścia do innowacji oraz w dobie rozwoju mediów społecznościowych. Celem artykułu jest wskazanie na rolę media relations w procesie wdrażania innowacyjnych produktów. Analizę oparto na studium przypadku firmy, która może stanowić przykład dobrych praktyk wdrażania nowych produktów przy wykorzystaniu działań z zakresu public relations.

5

Zadania i zasady działania media relations Sił Zbrojnych Rzeczypospolitej Polskiej

Lipińska J.

Zeszyty Naukowe AON

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2013

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nr 2(91)

316-324

EN

The purpose of the information policy Armed Forces is to determine the instrumentation information (description of existing structures and their functioning), initiating and maintaining dialogue with citizens and military partnership with the public. One of the tools to help achieve these tasks are media relations, whose activities are focused on the media, building relationships with the media, which allow for effective interaction through them to the public. Article brings tasks and principles of media relations in the Polish Armed Forces.

6

Rzecznik prasowy w Państwowej Straży Pożarnej – w pogoni za standardami

Gawroński S.

Zeszyty Naukowe SGSP / Szkoła Główna Służby Pożarniczej

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2012

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Nr 43

99--112

PL

Artykuł koncentruje się na diagnozie stopnia profesjonalizacji oddziaływań media relations, realizowanych przez służby prasowo-informacyjne Państwowej Straży Pożarnej. Przedstawione w nim opinie, postulaty i rekomendacje opierają się na wnioskach płynących z projektu badawczego „Komunikacja społeczna służb mundurowych w Polsce”, zrealizowanego przez autora w latach 2010-2011.

EN

For the past few years it is seen that Polish uniformed services are more and more interested in public relations. Sort of evidence for that is the growth of press services there, running all sorts of trainings for spokes persons and press officers along with paying more attention to being present in media. The most successful in this field is Polish police, but other uniformed services from the area of internal security seem to be more and more interested and successful in using police methods and good practices concerning media. This article main goal is to search for the main causes of this dynamic development of interest in public relations among uniformed services. Looking for answers, the author pays attention to historical aspects, current issues and future challenges which are ahead of uniformed services in the field of media and social communication.

7

Image management in public administration

Flieger M., Flieger M.

Zeszyty Naukowe / Wyższa Szkoła Oficerska Wojsk Lądowych im. gen. T. Kościuszki

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2011

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Nr 4

422-433

EN

The article deals with the question of creating and sustaining a strong, positive image of public administration institutions. The idea is to emphasise the importance of putting efforts to manage the image actively and to present the undisputed benefits that this process brings. Hence, the paper explains thoroughly the characteristic of an image itself and how it developed to the socalled 'rational approach'. Then the authors analyse very specific ideas and assumptions which lay at the basis of undertaking measures in the field of public relations, which differ substantially from the motivation in private companies. Moreover, the article scrutinizes crucial groups of the public which might be attracted to the region by its positive perception and profoundly analyses the instruments of image management, at the same focusing on the fields in which public administration institutions ought to take up measures in order to build a positive image.

PL

Artykuł dotyczy kwestii budowania i podtrzymywania silnego oraz pozytywnego wizerunku instytucji administracji publicznej. Ideą autorów jest zwrócenie uwagi na istotność aktywnego zarządzania wizerunkiem oraz przedstawienie niewątpliwych korzyści wynikających z podjęcia takich działań. W pracy na wstępie gruntownie wyjaśniono cechy samego wizerunku oraz ewaluowania jego idei do tzw. koncepcji racjonalnej. W dalszej części autorzy dokonali analizy specyficznych uwarunkowań zarządzania wizerunkiem w instytucjach publicznych, wskazując różnice w odniesieniu do motywacji firm prywatnych. W artykule scharakteryzowano również głównych odbiorców działań public relations, a także szczegółowo przeanalizowano instrumenty możliwe do wykorzystania w ramach zarządzania wizerunkiem instytucji publicznej.

8

Kształtowanie wizerunku przedsiębiorstwa społecznie odpowiedzialnego

Johann M.

Postępy Techniki Przetwórstwa Spożywczego

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2011

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nr 1

145-149

PL

W strategii marketingowej przedsiębiorstw kierujących się zasadami społecznej odpowiedzialności należy uwzględniać realizowane cele społeczne poprzez stosowanie odpowiednich technik z obszaru public relations. Takie działania umożliwiają kształtowanie wizerunku firmy społecznie zaangażowanej, co sprzyja m.in.: zwiększaniu stopnia świadomości marki na rynku, budowaniu pozytywnych relacji z klientami oraz innymi interesariuszami przedsiębiorstwa, a także umacnianiu pozycji rynkowej firmy.

EN

Public Relations (PR) has great potential for building consumer awareness and preference. Companies use public relations to build good relations with customers, investors, the media, and their communities. Public Relations involves a variety of programs that are designed to promote a company's image. CSR-focused businesses concentrate their public relations efforts on building an image of a socially responsible company. To accomplish this goal, public relations specialists use several tools such as publications, news, speeches, sponsorship, contributing money to public service activities, organizing special events and charity projects. The Internet has also become a major public relations tool used to create an image of a socially responsible company. Promoting an image of a socially responsible company can produce a number of benefits, among them: building awareness and brand knowledge, enhancing the company's public image, creating differentiated brand positioning, building strong consumer bonds and driving sales.