The Image of the Polish Armed Forces as a Guarantor of National Security in the Opinion of Generation Z

Public Relations are undergoing constant transformation. These changes are undoubtedly driven by the rapid pace of technological development and the evolving media landscape - with the Internet and social media becoming key elements in recent years. The Polish Armed Forces are an organization that must pay particular attention to its image. The Polish military currently faces significant challenges, such as increasing the number of soldiers, rebuilding personnel reserves, and being actively involved in defending the border against asymmetric threats. The dynamic development of modern forms of communication and information exchange forces all organizations and institutions - especially the Polish Armed Forces - to carefully select appropriate techniques and tools for shaping their image. The purpose of this article is to identify and evaluate the key factors influencing the military’s image according to Generation Z. It is worth emphasizing that Public Relations activities and their personalization are closely linked to generational typologies. The survey was conducted in March 2025, while the survey questionnaire contained 6 questions. 126 people participated in the survey. In terms of expectations, the youngest generations are the most demanding, as they navigate the online world with ease and often set new digital trends.