Wybrane aspekty kształtowania wizerunku Sił Zbrojnych RP

Creating the image of the 21st century professional army in Poland requires from their creators referring to immense achievements of the theory of organization and management, marketing in particular in this area. Methods and tools elaborated by public organizations are especially worth looking at. The possibility to take advantage of these achievements may allow creating a new more positive image of the army and its internal identity. The Armed Forces’ professionalization brings about the necessity of such changes. If we want to have efficiently operating armed forces, we need to employ appropriate workers. Moreover, correct relations with their environment will allow a better realization of tasks connected with security and defence of the state. The article presents the most important issues relating to shaping the image of a public organization and activities undertaken by the Ministry of National Defence for the Polish Armed Forces in this area.