Propaganda marketingowa, public relations czy public affairs jako element komunikacji strategicznej?

The information era threats pose a great challenge for modern societies’ functioning. They create an essential element shaping the character of current armed conflicts. Information operations play a special role in armed forces’ operations. However, the development of the mentioned above threats requires elaborating new solutions exceeding traditional perception of the operations in question. The concept that seems to fill in the loophole in information space is defined as strategic communication. The basic elements of this concept include information operations, public diplomacy, services rendered in the radio and television programmes area and public relations. The latter is interpreted in different ways and therefore the article shows various interpretations of this strategic communication component drawing special attention to such activities undertaken during crisis response.