A Polish journalist’s inbox is a competitive place. A good media pitch makes the decision easy: the subject line sells the story, the first sentences explain why it matters in Poland, and the most surprising findings are already in the email. Here’s how we pitch stories to the Polish media.
What should you put in the email subject line?
Lead with the story, not a brand. Unless your brand is already a household name in Poland, its name alone probably won’t give a reason to open the email.
A good subject line tells them what they can get from the story before they click.
Like a surprising Polish finding, a number, a new trend or a contrast. That’s what usually gives you much more to work with than a company announcement. Keep it short enough to scan quickly. Just like a press release headline, it should focus on one clear news angle.
If you’re pitching original research, use your key finding. If you’re launching something, look for the change, problem or behaviour behind the product. That’s usually the bit Polish media will care about first.
Agency pro tip
Don’t translate your global subject line word for word. Write a new one around the best Polish angle. The brand name can usually wait.
How quickly should you get to the Polish angle?
Very quickly. Preferably in the first few lines. A global report may be fascinating, but a Polish journalist still needs to know what it says about people, businesses or trends here.
If you have Polish data, don’t bury it halfway through the press release. Put the strongest finding straight into the pitch.
The same goes for international stories. A comparison with Germany, the UK or the rest of Europe can work brilliantly, especially when Poland stands out. Give the journalist the difference. Don’t make them hunt for it.
Agency pro tip
Pitching research from several markets? Pull 2-3 newsworthy Polish findings into the email. A journalist shouldn’t have to search a 40-page global report to find out what’s happening in Poland.
What should you attach to a media pitch in Poland?
Once the story is clear from the email itself, make the rest easy to use.
Attach the full press release and publication-ready photos or graphics. If you have visual assets such as charts, infographics or other visuals that help explain the story, include those too.
If an expert is available for an additional comment or interview, mention it in the email and include a clear media contact. The fewer things a journalist has to chase, the better.
Agency pro tip
Send visuals that can actually be published. High-resolution images, solid infographics, clear file names and proper credits will save the editorial team an extra email. Small things, but very helpful.
Should you translate a global media pitch for Poland?
Translate the language, sure. But don’t stop there. A media pitch that worked in London, Berlin or New York may need more than a Polish version before it lands in a journalist’s inbox here.
Start with the assumptions behind the story:
- Is the trend actually relevant in Poland?
- Is the product already known here?
- Does the journalist need extra context to understand why the announcement is interesting?
Sometimes a few local details will do. Sometimes the whole pitch needs rebuilding.
We see this often in media relations for global campaigns. The original materials can still be useful, but the final Polish pitch may look quite different from the one sent in other markets. And that’s perfectly fine.
Agency pro tip
Need an active backlink to your client’s website? Say so before outreach starts. Many Polish publishers remove active links, so a media list built for traditional PR may not work for a Digital PR campaign. Knowing which outlets actually keep links can save you a lot of wasted pitching.
Should you follow up with Polish journalists?
Yes. One follow-up is perfectly normal. Five might be pushing it.
Keep it short and give the journalist a reason to look at the story again. If you have something new, even better. An additional finding, a fresh expert comment or an interview opportunity can make the follow-up much more useful than simply asking whether they saw your previous email.
For a time-sensitive story, follow up while the topic is still relevant. If there’s no response after that, it’s usually better to move on than keep filling the same inbox.
Agency pro tip
Skip the ‘Just checking if you saw my email’ follow-up. Add something useful instead and give a reason to reopen the story.
A good pitch makes a journalist’s job easier. A good Polish pitch also understands what makes a story worth opening here. If you need a public relations (PR) agency in Poland that knows the local media from the inside, contact us!