The article is a summary of three quantitative research projects carried out in the years 2017–2018 taking into account a set of analogous questions. Their collective aggregation allows the attempt to present the profile of a Polish PR specialist with the indication of the main activities undertaken while performing daily professional duties. The research has shown that media relations and e-PR play a key role in everyday professional work. Nevertheless, a PR specialist in Poland has to deal with many task areas, which are often related to the dynamic development of new technologies, such as relations with influencers. In the analyses, the key diagnostic element was the measurement of professional experience and information regarding employment aspects. Respondents constituted both specialists working in PR agencies as well as in other domestic companies and institutions. The article contains a list of activities presented in statistical terms that are related to work in the PR industry.

The marketing environment of universities’ activities in Ukraine is changing dramatically. As a result, the system of chances and risks for universities is constantly changing. Therefore, timely detection of changes in the marketing environment and effective management ensure the competitiveness of the universities. The aim of the article is to identify the marketing environment dominants of the Ukrainian universities, as well as to assess the efficiency of marketing tools application in the system of universities’ management. On the basis of statistical and primary data analyses, the higher education market in Ukraine both at the state and regional levels has been assessed and the university’s dependence on market sources of funding has been substantiated. As the modern domains of the marketing environment of universities, changes in the distribution of state-funded places, the impact of external independent testing, and the intensification of competition between universities are determined. The influence of external independent testing on structural intersegmental changes concerning the choice of specialties of universities’ entrants is proved. The comparative characteristics of the marketing management tools in Ukrainian and Polish universities are considered. The obtained results outline the importance of strengthening the marketing orientation of management in universities.

Summary: The article is a collection of analyses carried out on the basis of literature on the subject and data collected with the utilization of desk research method. It also presents conclusions from surveys conducted by means of a qualitative method — IDI technique — during the Congress of Public Relations Professionals, which took place in April 2018 in Rzeszów. In the group of respondents there were representatives of public relations branch who cooperate with influencers and on top of that have rich experience in the area of PR activities conducted by means of the Internet. The goal of this article is assessment of the relationships occurring in the context of cooperation of PR specialists with influencers, as well as identifying the prospects for changes and potential trends in this area. Among the key conclusions drawn in course of the conducted research we find the one which suggests that using influencers for communication and promotion-related activities is recognized as both a chance and threat for the public relations industry. However, the aspect of threats is particularly important, as it has a direct impact on the emerging and persisting image crises. Due to the fact that influencers enjoy a lot of freedom in their activity in combination with the faith of their clients in their professional approach, there is a risk of emergence of actions which will not just fail to satisfy the assumptions of a promotional campaign, but may also directly hit the image of a given entity. Experts predict that using influencers for promotion will also in the nearest time be a growing trend, which will take hold among solutions used in communication with target groups.

The 2020 Europe Strategy was designed as a comprehensive framework to promote smart, sustainable and inclusive growth in the European Union (EU), particularly emphasising the ‘20/20/20’ targets related to climate protection and energy policy. This study provides an ex post evaluation of the extent to which the strategy’s objectives were achieved in the member states of the EU in the period 2010–2020. The analysis is based on Eurostat data and uses Hellwig’s multidimensional comparative analysis to construct a synthetic indicator of progress. The results show that EU countries have made significant advances in reducing greenhouse gas emissions and increasing the share of renewable energy in gross final energy consumption, with Sweden and Finland identified as leaders, while Malta and Hungary lagged behind. Primary energy consumption overall decreased, although only a minority of the member states reached the planned thresholds. Progress was less evident in research and development (R&D) expenditure, where the average value of the EU remained below the 3% GDP target, and strong disparities persisted between innovation leaders and weaker performers. Improvements in higher education attainment were observed, contributing to the long-term goal of a knowledge-based economy, although labour market difficulties, especially among young people, remained unresolved. The findings suggest that, although the Strategy contributed to tangible progress in several areas, uneven achievements among member states limited its overall effectiveness. The study is limited by the reliance on aggregate statistical data and a single methodological approach. Future research should extend the analysis to longer time horizons, include qualitative assessments of national policies, and address implications for the implementation of the European Green Deal and subsequent EU development strategies.

The process of moving goods from locations with the weakest rotation to those with high rotation in order to speed up the process of disposing of inventory in the entire retail network can be described as an assignment of goods. This process is particularly important in the textiles- based fashion industry, where external purchases for the retail network are often made once and the goods have shallow stocks. In order to optimise the stream of materials, the use of an integrated IT system is essential. Therefore, the main purpose of this publication is to show how IT solutions can be used to simplify the automation and optimisation of the process of generating proposals for goods reallocation within the retail network. The study covered selected companies from the textiles- based fashion industry.

This article aims to evaluate the approach of the public relations (PR) industry to cybersecurity-related topics. The article is based on research results conducted by a team under the authors’ supervision. In 2022, we conducted quantitative research using the Computer-Assisted Web Interviewing technique (CAWI), and its purpose was to acquire knowledge in the field of perception and understanding of the cybersecurity topic by specialists in the public relations industry in Poland. The research results revealed several previously unexplored areas, highlighting gaps in current understanding. This research contributes new insights into the cybersecurity perceptions of PR professionals, enriching the existing body of scientific knowledge.