Effective communication with the media is the cornerstone of building a PR strategy in Poland. Its goal is not just to temporarily boost a brand’s positive reputation, but to create a consistent image over the long term. This cannot be achieved without good relationships with journalists and influencers. How can you build these relationships effectively?

Table of Contents:

  • Understanding the media landscape, journalists, and influencers in Poland
  • Building a media database
  • Personalisation of communication
  • Providing value
  • Flexibility
  • Avoiding pushiness
  • Building long-lasting relationships

Understanding the media landscape, journalists, and influencers in Poland

The first step in building PR relationships is understanding the specifics of the local market. The Polish media market is dynamic and diverse. It’s essential to familiarise yourself with existing national and local media outlets, gain knowledge about available titles and their specialisations, and identify the journalists who work for them. It’s also important to analyse what kind of content appeals to the audiences of those specific outlets. Journalists appreciate public relations specialists who can view their materials from the perspective of their readers or viewers.

In the process of building PR relationships, one must not forget about influencers. Influencers in Poland are gaining increasing traction, making them essential communication partners for brands. Familiarising yourself with the influencers operating in the same industry as your brand is the first step in building any type of relationship.

Building a media database

Don’t limit yourself to collecting general email addresses and phone numbers for editorial offices. When developing your PR strategy in Poland, prepare a comprehensive database that includes contact information for specific journalists along with descriptions of their specialisations. Polish journalists appreciate materials that are precisely tailored to their areas of interest.

Identify your target audience

Determine the industry and reach that which interests you (local or national media).

Research different types of media, including print, radio, television, and, most importantly, online portals.

Group media outlets thematically and based on their reach.

Find journalists’ contacts

Obtain direct contact information for journalists, preferably by contacting the editorial offices by phone. Such contacts not only increase the chances of publication, but are also the first step in building PR relationships with specific individuals.

Update the media database

Journalists often change positions, so regular updates of the media database are necessary.

Personalisation of communication

In building effective PR relationships, the first impression is crucial. Personalising your communications is the key to getting attention, both from journalists and influencers. Instead of sending mass emails, find out what interests each person. Check what they have previously published and consider their thematic preferences.

For Polish influencers, it’s also worth learning more about them. Many content creators share aspects of their personal lives online, so a small personal connection can earn you extra points.

Providing value

When preparing press materials or collaboration proposals, think about what value you can offer, not just to journalists, but also to their audiences. This could be expert knowledge, an interesting story, a groundbreaking news piece, or an exclusive offer.

Keep these tips in mind when creating press materials:

  • Press materials can be categorised into three main types: advisory, expert, and product-related. Journalists are not interested in content that lacks substance.
  • Create an attention-grabbing title and lead.
  • Content should be concise and informative. Important information should be presented at the beginning, with additional details provided in subsequent paragraphs.
  • Include images, graphics, or videos.


To make your PR strategy in Poland effective, it’s important to be flexible and ready to modify your content. Journalists may ask for additional information or materials. They may also request content adjustments to better suit their media outlet’s needs. Remember that journalists often work under tight deadlines, so try to accommodate their requests rather than expecting the opposite. If a journalist decides not to publish a piece, don’t take it personally.

Collaborating with influencers also requires flexibility. Keep in mind that they know their audience best. If they believe that creating content according to your guidelines won’t be a good idea, trust them. It’s a good practice to give influencers plenty of creative space as many of them are highly creative and should be allowed to shine for the benefit of your brand and your relationships.

Avoiding pushiness

For a quick publication, it’s best to send press information to the media between 9 AM and 12 PM. This gives journalists time to review the material and make decisions.

Most Polish journalists do not appreciate follow-up phone calls in addition to emails, but there are exceptions. It’s advisable to make a phone call when you’re contacting a journalist for the first time. Another situation that may warrant a phone call is when you’re sending important information that you wish to offer exclusively to the editorial team.

Be cautious of inappropriate requests. Don’t ask journalists to conceal inconvenient facts, lie about your brand, or intentionally omit important information. Attempts to cover up the truth are a simple way to damage, and perhaps even break, relationships.

Building long-lasting relationships

Honesty, kindness, and timeliness are incredibly important elements in building enduring relationships with Polish journalists and influencers. These qualities make them more likely to collaborate with you again and return for more. This is especially crucial if you aim to build an expert image for yourself as a representative of the brand. A good relationship with a journalist will lead them to turn to you when they need an expert opinion in your industry.

In the case of influencers, the process is somewhat similar. Internet creators will recommend products from a brand with which they have positive experiences, even after a joint campaign has concluded.

Building relationships with influencers and journalists in Poland is not a one-day effort. It may not even happen in a month. It requires long-term effort and the understanding that these relationships must be mutually beneficial. If you need support with media relations in the Polish market, feel free to reach out to us. We have years of experience in creating PR strategies in Poland.

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