Abstract:

Public relations (PR) activities in the Prison Service have a different hierarchy of goals than in traditional marketing approaches. The priority is to show the public the organization's activities and the benefits derived from them, as this institution serves society and is funded by public funds. Publishing information about the conditions in the prison and rehabilitation programs can contribute to understanding the specifics of the profession and counteracting negative stereotypes. Incidents such as riots, escapes, or deaths in custody must not negatively impact the perception of the institution, so effective communication and crisis management are crucial. The publication presents the essence of public relations, its definitional approach, the specifics of the prison guard profession, and public relations activities carried out by the press and information services of the Prison Service. The main aim of the work focuses on analyzing the social communication activities and diagnosing the degree of their professionalism. The study utilized both theoretical and empirical research methods, including literature analysis, analysis of actions undertaken by the Prison Service, and inference as a cognitive factor in analyzing the issue. Simultaneously, the article attempts to answer the question - based on the results of individual survey reviews - what public relations tools influence shaping the positive image of the Prison Service? The research results indicate that factors such as the interpersonal skills of the guards, clear and transparent information about the functioning of the institution, and communication with the environment determine the positive image of penitentiary units. At the same time, it can be stated that the positive image is a derivative of the effectiveness of its actions in ensuring public safety. The perception of the Prison Service by citizens largely depends on the predispositions and professional readiness of the officers to perform their duties, thus recruitment into the formation should be conducted using rigorous recruitment and selection methods. The positive image of the Prison Service will also strengthen with the increase in the sense of security among the society.