Shaping the Military Units’ Image During Covid-19 Epidemic based on Military University of Land Forces Activities
Purpose: The article presents information activities carried out by Military University of Land Forces during the coronavirus epidemic. They are presented in the context of the image-building activities of the unit. Analyzes and generalizations were made, which constitute original recommendations for further actions. The subject of the analysis were activities shaping a positive image of the organization during anti-crisis activities. Design/Methodology/Approach: The article uses a research method - an analysis of media reports conducted by the spokesman of the Military University of Land Forces. Additionally, the research method of participant observation was used. Findings: In the time of a pandemic, information channels and media meeting the requirements of fast and effective communication in emerging threats have been exposed. These determinants are now the most essential to successful Public Relations. Practical Implications: Recommendations were proposed for building a positive image of an organization such as a military university in the future, but it may also apply to other military units, more broadly - uniformed or paramilitary, participating in crises. Originality/value: The experience gained in the specific, difficult conditions of the epidemic allows us to propose actions shaping the image of the Armed Forces as a formation serving society in times of peace. To some extent, the article reflects the possibilities for military institutions to participate in the event of crisis and other threats.