Yes. If you want regular media coverage in Poland, having a local press spokesperson is a very good idea. Polish journalists need people who can comment on local news, answer questions and give interviews. Your global press pack won’t do all that. And you don’t need to hire a full-time press officer to make it happen.
Why do Polish journalists need a local press spokesperson?
A global product launch may sound like great news. But Polish journalists will probably have a few extra questions.
Like: when will the product reach Polish shops? What will it cost in PLN? Is the offer the same as in Germany? Business journalists may also ask about investment in Poland, local suppliers or planned jobs. These are pretty basic details – but global press releases often leave them out.
Then there are also the trickier questions. Why is the product more expensive in Poland? Why is a service available elsewhere in Europe but not here? Good luck answering those with a quote about “exciting growth opportunities”.
A global CEO can still be a great interviewee for a major announcement. But if a journalist wants to discuss Polish customers, competitors or future plans, a country manager who works with this market may have a lot more to say.
Can having a Polish spokesperson help to get more media coverage in Poland?
Of course. And you don’t even need a new product launch every month to get into Polish media. Journalists look for experts who can comment on changes in regulations, trends or problems in their industry.
Just think about a journalist writing about rising costs for Polish retailers or new rules for employers. Your brand doesn’t have to be the subject of the article to get mentioned. An expert comment or interview can get you coverage even in big national outlets.
Don’t overlook regional media either. A new logistics centre in Łódź may not make national headlines, but local newspapers may want to interview the person running it. Jobs, local suppliers, plans for the site – there is plenty to talk about. A local manager can give them a proper interview.
How can a local spokesperson in Poland help build trust?
Polish customers and business partners may know you, but have no idea who’s actually making decisions. Having a local person who can speak openly about the business helps change that.
But things get even more interesting when something goes wrong and some crisis happens.
Let’s say your Polish customers have been waiting weeks for refunds or a service suddenly stops working. Journalists may ask how many people are affected, who’s handling the complaints and when the problem will be fixed.
If UOKiK, Poland’s consumer protection authority, gets involved, the questions may get tougher. A local spokesperson who knows the facts and has permission to speak can explain what the company is doing about the problem.
Who should be your brand spokesperson in Poland?
You don’t need to hire a full-time press officer. A country manager, industry expert or even someone from a Polish public relations agency can speak for your brand. Just make sure they have your permission to speak and access to people who know the business.
Choose someone who knows the Polish market.
Your spokesperson should understand Polish customers, local competitors and your brand’s plans for the market. A nice job title is one thing – but being able to answer a journalist’s follow-up question is another.
Give them access to information and decision-makers.
Agree on what they can say about Polish sales, investments or business plans. Otherwise, even a simple question can turn into an email chain across three countries. Not ideal when media outlets need an answer today.
Make sure they can respond quickly.
Under Polish press law, interviewees can request authorisation of their exact quotes before publication. The statutory deadlines are 6 hours for daily publications and 24 hours for periodicals, unless both sides agree otherwise. The clock starts when the quotes are sent for approval.
Prepare them for Polish media.
Someone who gives great written comments may not be quite as comfortable on live radio. Check which formats suit your spokesperson and arrange media training if needed. Prepare Polish market data, a short bio, a good press photo and a list of topics they can discuss. Your PR agency can organise interviews and help with more difficult questions.
Use different experts for different topics.
There’s no prize for making one person answer everything. Your country manager can discuss investments and business strategy. A product specialist can handle technical questions. The HR manager can talk about hiring in Poland.
Frequently asked questions about spokespersons in Poland
Does a spokesperson need to speak Polish?
Not necessarily. Your Polish PR agency can translate written comments and help with interviews in English. But for live TV, radio or local events, speaking Polish gives you far more options.
Can a global CEO act as a spokesperson for Poland?
Of course. A global CEO can be a great choice for major launches, investments or international business stories. But for everyday media relations, it’s worth having someone who just knows the Polish market.
Does a brand need a full-time spokesperson in Poland?
No. A country manager, industry expert or authorised PR agency can do the job. Just make sure they know what they’re talking about.
Can a Polish PR agency act as a spokesperson for a foreign brand?
Yes, if the brand authorises it. A PR agency can handle media enquiries, provide statements and speak on agreed topics. But it still needs access to someone inside the company for financial figures, decisions and questions that go beyond the PR script.
The right spokesperson can help your brand get more out of Polish media relations. Need help finding one or getting your brand into Polish media? Contact us! Our PR team knows the market.