Building the public image of a leader : the case of politicians visiting Polish military contingents

Purpose: The aim of this article is to examine the elements and functions of the image of leaders in political organisations in the context of their foreign visits to Polish military contingents. The specific context of this type of activity, both in terms of security and symbolism, requires a particular type of analysis.

Approach/Methodology/Design: Desktop-based research that consisted of a document and database review of available information from national sources. The study extends across disciplines and has a basis typical to social sciences, mainly to disciplines such as management and political and administrative science.

Findings: Visits by politicians to military contingents abroad are remarkable, as they occur in specific places where soldiers conduct critical tasks, often risking their health and lives. Participating is crucial to show allied solidarity in the NATO forces' reinforced presence deployed on the Alliance's Eastern flank. The military bases of contingents are scattered around the world, often positioned in hostile territory, attracting media coverage and providing an opportunity for a politician to thank soldiers for their service, but also to reinforce his post.

Practical Implications: The place, the conditions, the identity of the accompanying persons, the programme of a given visit, the content of the speeches, the military ceremonial, the religious milieu of the ceremony, personal meetings with soldiers and civilian employees of the army, joint photographs with them, their behaviour and even their dress are crucial in such an event and help shape the image of a politician-leader.

Originality/Value: The publication draws on an interdisciplinary perspective, juxtaposing phenomena and contexts previously unexplored to a greater extent. It can contribute to a better understanding of leadership in political organisations and image-making issues.