Social media in the PR activities of the polish uniformed services using the example of the “Polish Police” Facebook profile

The development of information technologies in the last two decades has made traditional public relations tools insufficient. New media, in particular social media, has opened up the possibility of establishing a direct contact with the public and using a brand to build long-lasting relations. A platform serving a special role in PR activities is Facebook, whose importance has already been noticed by the Polish uniformed services. The presented analysis of the “Polish Police” profile shows how and to what extent the Police utilize Facebook to create their online image and build relations with the public.