In April, the University of Economics and Human Sciences in Warsaw (UEHS) welcomed special guests to classes held for students of New Media and Public Relations as well as Social Communication. Invited to speak with students were Members of Parliament Dorota Łoboda (Civic Coalition), Alicja Łebkowska-Gołaś (Civic Coalition), and Franciszek Sterczewski (Independent MP).
Political Branding, Authenticity, and Image Challenges – Theory Meets Practice
During classes on Media Image at the School of Humanities and Fine Arts, students explored the behind-the-scenes world of political image building, where every move is subject to media scrutiny. The session was opened by Dean Dr. Adam Świątek and included expert insights from Dr. Dominika Rafalska. MP Dorota Łoboda shared her experiences on maintaining authenticity, managing image crises, and the role of gender in shaping a political persona.
Topics discussed included:
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Key factors in building a political brand
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Strategies for maintaining authenticity in the media
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Crisis management in political communication
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Gender dynamics in political discourse
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Evaluating communication strategies in the presidential campaign
First-Hand Insights into Political Branding in Parliament
Another class session, part of the Political Branding in the Public Sphere course at the School of Social Sciences, featured MP Alicja Łebkowska-Gołaś and MP Franciszek Sterczewski. Students gained insights into the foundations of political branding, the importance of finding a personal message, and the communication challenges politicians face in both traditional and social media. The session was opened by Vice-Dean Dr. hab. Tomasz Płudowski, Professor at UEHS, and moderated by Dr. Małgorzata Zawadka.
The class explored:
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Beginnings of political careers and building public trust
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Core elements of a strong political brand
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Modern political communication strategies
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Media presence: risks and opportunities
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Image crisis management
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Analysis of the current presidential campaign and televised debates
Experience as the Best Teacher – Developing Students’ Competencies
Inviting professionals to share their real-world experiences is a key part of the educational model at UEHS. These meetings give students access to practical knowledge and the real challenges today’s leaders face. Students not only gained valuable insights into political communication and personal branding but were also invited to participate in a study visit to the Polish Parliament.
Dr. Joanna Kinastowska, who led the sessions, thanked the guests for their openness, honesty, and practical advice. In a dedication written in her book, which she gifted to the speakers, she praised them “for the courage to stay true to themselves, for remembering why they entered Parliament, and for treating political branding with seriousness and responsibility – not just during campaign season.”
These events reinforce UEHS’s commitment to equipping students with the practical skills and critical thinking required to navigate the fast-paced world of media and politics.
See the photo relation below:
