Political leadership is still a research area requiring the most up-to-date approaches, since, being a constant phenomenon in its essence, it is subject to the processes of form transformation. Throughout history, we can indicate the directions of change of the leadership phenomenon. From tribal communities, where often quasi-political functions were combined with religious functions (based on the charismatic authority of shamans), through the time of statesmen and ideological leadership, we have now arrived at the era of media leaders.

The term “Fourth Estate” is becoming more and more common and acquires various connotations. It seems that processes of mediatisation of politics and tabloidisation of the media greatly contribute to phenomenon. Numerous examples of that sort are provided by the permanent election campaigns in Poland, mutual relationship between different types of media and political public relations, as well as the relationship between the media and the ruling coalition.

Adopting a new face – a mask – might be one of the conditions for a comeback to the political scene. A political face is not a synonym for identity because it is not shaped by the public, but it consists a sort of mask which is put on a politician by his/her image advisors and next presented to the public. This paper attempts to verify a thesis that a political face is not a synonym but an unstable element of a political image. The political image again is an equivalent for socio-political identity. Most definitions which appear in works on political communication treat the political image as a kind of Ego reflected in a way similar to the concept of Marzena Cichosz, who indicates, that the image consists of a set of features, which in the opinion of the public the subject possesses.

The present article aims to indicate the most appropriate place of image creation among other vital instruments of modern company management. The majority of management sciences frequently treat the notion of image as a preventative measure in case of problematic situations occurring within the organization. A variety of theories as well as conceptions of management seem to neglect the concept of image underestimating its key function in the process of company management.

Social networking sites as promotion and public relations tools in the information society – development perspectives
The article aims to familiarize with the development of the Internet as a means of communication and promotion tool as well as public relations in contemporary global society and the society of electronic media. The share of electronic channels in interpersonal communication is constantly growing, becoming a dominant way of media communication in the world. This does not mean that it will be the only way of communication, but it should be noted that it will be the dominant one. The article attempts to approximate the issue of the development of new media in terms of statistics and quantity, but also because of the demographics and geographical location of users. It shows the structures and possibilities as well as potential ways of media development in the future. The statistics come from research centers mainly from the United States of America. The analysis covers general issues of social media, mainly social media portals and their scale of impact on the global society. It should be noted that the attitude of enterprises to society has changed. Thanks to better data, more detailed advertising parameters and a growing user base, social media is one of the ways to invest. Adaptation of social media by older people is constantly growing – which means that more companies can benefit from ads targeted directly to this group. When choosing a social network to advertise, make sure that the adoption of social media by the target age group is high.

Serwisy społecznościowe jako narzędzia promocji w społeczeństwie informacyjnym
Celem artykułu jest zapoznanie z rozwojem Internetu jako narzędzia komunikacji i promocji oraz public relations we współczesnym społeczeństwie globalnym. Udział kanałów elektronicznych w komunikacji interpersonalnej stale rośnie, stając się dominującym sposobem komunikacji medialnej na świecie. Nie oznacza to, że będzie to jedyny sposób komunikacji, ale należy zauważyć, że będzie on dominujący. W artykule podjęto próbę przybliżenia kwestii rozwoju nowych mediów pod względem statystycznym i ilościowym, ale także ze względu na demografię i lokalizację geograficzną użytkowników. Pokazano struktury i możliwości oraz potencjalne sposoby rozwoju mediów w przyszłości. Statystyki pochodzą z centrów badawczych głównie ze Stanów Zjednoczonych Ameryki. Analiza obejmuje ogólne zagadnienia mediów społecznościowych, w szczególności portale społecznościowe i ich skalę oddziaływania na społeczeństwo globalne. Należy zauważyć, że zmieniło się podejście przedsiębiorstw do społeczeństwa. Dzięki lepszym danym, bardziej szczegółowym parametrom reklamowym i rosnącej bazie użytkowników, media społeczne są jednym ze sposobów inwestowania. Adaptacja mediów społecznościowych przez osoby starsze stale rośnie, co oznacza, że więcej firm może odnieść korzyści z reklam bezpośrednio związanych z tą grupą.

Hybrid aggression of the Russian Federation, starting from the illegal annexation of Crimean peninsula and consistent occupation of the territory of Donetsk and Luhansk regions in 2014, was accompanied by massive information campaigns against Ukraine from the aggressor state. 135Features of the Organization of Work of Public... Hybrid component of the conflict was observable since the inception. Information-psychological warfare, humiliation of Ukrainian language and culture, falsification of Ukrainian history, establishment of alternative reality of the distorted information picture of the world by the Russian media were identified as one of the most relevant threats to the national security of Ukraine. Current challenges and threats to the national security of Ukraine determine the overall necessity of finding a viable, adequate, as well as integrated tool, which will make possible to establish consistent cooperation in the security and defence sector. Qualitative analysis of the organization of work of units of the Ministry of Defence of Ukraine during the armed aggression of the Russian Federation against Ukraine in order to develop new effective mechanisms of countering the aggression is of upmost importance. Development of this work on the basis of the unique experience will give the chance to establish effective resistance to destructive information campaigns which are conducted by the external aggressor.

The inclusiveness of education drives sustainable public relations for reliable crime statistics report is determined by power play among critical actors in the sector whose interest are dichotomized into vested and entrenched interests that shaped public opinion on education and crime rate. Access to education can only be inclusive when all stakeholders are involved in its planning, execution and delivery of knowledge in a manner that does not discriminate in access and delivery. However, there is a disconnect between what knowledge is allowed to feed public opinion using public relations by the entrenched and vested interest in the education and law enforcement sectors. While clamor for inclusive education heighten across social class, the cost component of access is not accessible to all. Therefore, the paper argues that deepening equity and inclusiveness in education and law enforcement will neither allow access discrimination nor spurious reportage within the public domain using public relations. It further posits that disparage public opinion on education and law enforcement using public relation mutilate reality and creates false impression that negatively affect planning and development. Edwin Sutherland (1947)`s Differential Association-reinforcement theory of criminal behavior provided the framework while the design was exploratory. Qualitative data was purposively gathered from National Open University of Nigeria (NOUN), University of Abuja (UA), and Divisional Police Headquarters Lugbe. The preliminary fi ndings reveal that equity and inclusive education is necessary sustain objective public relation that will not misguide professional and public on crime statistics in Nigeria.