Komunikacja strategiczna – wyzwanie dla władzy wykonawczej?

• Authors: Tomasz Kacała
• Languages of publication: PL

Abstracts

EN

Executive power fulfills crucial role in realization of demands put forward by public organizations. One of such demands includes implementation of Strategic Communication (StratCom) concept in support of the Polish Armed Forces operating both at home and abroad. Relatively new concept of StratCom consists of the following components: military information operations (INFO OPS), public diplomacy, international broadcasting services, and public relations/affairs (PA/PR). The main idea standing behind Strategic Communication consists in the involvement of executive power in the areas remaining traditionally beyond direct interest of armed forces of a democratic state. PR seems to be an ultimate element of StratCom as a long term, wide range commitment of shaping a positive image of an institution, organization, or state in each sphere of its activity. This paper also describes such unique situations when the above mentioned tools are applied as a crisis or an emergency situation. Then the demand of executive power involvement gains a special meaning. Moreover, it is very important to recognize the difference between a long term StratCom nature and a temporary government public information policy characterized by political preferences of a given party or coalition. It results from the legal basis of the PAF operational concept: the military is subordinate to civilian power, apolitical in nature, and thus makes a foundation for existence of a democratic state such as the Republic of Poland.

Keywords

PL

komunikacja strategiczna,; wojsko,; dyplomacja publiczna,; władza wykonawcza

• Publisher: Instytut Nauk Politycznych Uniwersytetu Warszawskiego
• Journal: Studia Politologiczne
• Year: 2011
• Volume: 20
• Pages: 296-310

Contributors

author

Tomasz Kacała