WYZWANIA W ZARZĄDZANIU KOMUNIKACJĄ WIZERUNKOWĄ SŁUŻB MUNDUROWYCH NA WYBRANYCH PRZYKŁADACH
CHALLENGES IN MANAGING THE IMAGE COMMUNICATION OF UNIFORMED SERVICES BASED ON SELECTED EXAMPLES

Summary/Abstract: This publication aims to present an initial analysis of image communication and the broader con- cept of the police image. It highlights a series of challenges in the management and quality at the institutional level, which can largely be extrapolated to other uniformed services in Poland. The article indicates the significance of the police image aspect on the societal perception of the organ- ization and the numerous challenges currently faced by services in this regard. The author empha- sizes that the police, in many areas, must compete with commercial entities (the labor market being a prime example), and the perception of the image can have a significant impact on its future func- tioning. The publication includes a review of existing literature on the subject and an analysis of selected events by the author, taking into account the criterion of time and several additional fea- tures. Based on this, it was possible to preliminarily establish that, regardless of whether the event is related to a crime or an offense, it may resonate widely among the public opinion, and challenges in image communication may affect the police at both the central level of the organizational struc- ture and at regional and local levels.

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