If you are sending press releases to Polish media, one thing matters more than many foreign brands expect. Its proper length. Here’s what you need to know about it.
What is the ideal length of a Polish press release?
In Poland, the ideal brand’s press release is usually around 1 to 2 pages long. In most cases, that means roughly 400–800 words.
That is usually enough to explain the story, provide context and include a quote or two – without overwhelming with unnecessary information.
But there is an important nuance here.
Polish journalists are often more open to longer press releases when the extra length brings actual editorial value. New statistics, original market data or expert commentary can increase media interest, especially in business, finance, technology or trend-related topics.
The problem is whether the text gives them something useful to work with.
Why do shorter press releases usually work better in Poland?
Most journalists here work under time pressure. They scan dozens of contents daily. If your brand’s main story is hidden under long introductions, generic messaging or corporate background sections, there is a high chance the release will just be ignored.
Polish media prefer press releases that quickly answer three questions:
- What happened?
- Why does it matter?
- Why should Poles care about it now?
This is one of the most significant differences international brands notice when entering this market. A press release that may feel perfectly normal in the UK or US can easily feel too vague or too “corporate” for local journalists.
The faster the news angle becomes visible, the better the chances of media pickup.
When can a longer press release work in Poland?
Longer (more than two pages) press releases can still perform well – but only when the length adds genuine value, like:
- exclusive research or market data from the brand,
- surprising statistics,
- comparisons between Poland and other countries,
- excellent expert commentary,
- insights connected to current business and social trends (right now, it’s, for example, AI).
Polish journalists appreciate materials that help them build a better headline or analysis. If your press release contains original insights, they are much more willing to spend time reading it.
We see it especially in brand PR in industries such as:
- finance,
- technology,
- e-commerce,
- real estate,
- automotive,
- consumer trends.
In these sectors, data-driven press releases perform better than short promotional announcements.
What should a good Polish press release include?
Even short press releases should contain enough information to quickly understand and use the story.
A good Polish press release includes:
- a specific headline,
- a strong first paragraph with the main information,
- relevant local context,
- statistics or supporting data from external sources,
- one or two expert quotes,
- media contact details.
The most effective press releases are focused on one central story. Don’t try to communicate too many things at once. It weakens the message.
Common mistakes that foreign brands make
One of the most common brand mistakes we see as a public relations agency is treating Poland as just another translated market.
Many companies try to adapt global press releases without adjusting them to local media expectations. As a result, the text may technically sound correct but fail to generate any interest.
Common problems that make a press release too long and too boring are:
- overly long introductions,
- too much company history and philosophy,
- generic quotes with no actual opinion and value,
- weak or hidden news angles,
- lack of Polish-specific context.
Journalists in Poland generally respond much better to concrete insights, sharp observations and locally relevant angles than to heavily branded messaging. You can do it by making your press release relatively short and straight to the point. If you want some help from experienced PR professionals from Poland, contact us.