Analysis of selected aspects of planning strategic and operational image activities in the context of Polish companies

Abstract

This article focuses on the presentation of selected aspects of the planning of activities commonly called public relations. Activities designed to build relationships, the image and communication of truth, must be included in the plan to what extent the essence of business communication can be achieved. Subjects were aspects such as strategy development process and the resulting operational plans. The paper also presents the results of research conducted in 2012 on a sample of 200 companies from across Poland, employing more than 50 employees.