Public relations activities for public institutions in Poland is nothing like running a commercial campaign. You’re speaking to one of the most sceptical audiences in Europe. Poles questions authority, distrusts political slogans, and demands proof rather than promises. Institutions that manage to build credibility can unlock extraordinary engagement and social impact. Let’s see how we do it!
Trust – the core of PR communication in Poland
Trust is the real currency in Polish public relations – and it’s in short supply. Poland ranks among the most distrustful societies in Europe. According to the CBOS study, only 24% of people believe that most people can be trusted, even though that’s the highest level recorded in over a decade. This lack of social trust spills directly into communication.
Audiences approach institutional messages with the expectation that someone might be “selling” them something. 51% of Poles say they trust their national government, says the Eurobarometer survey. Trust peaks with institutions perceived as apolitical – the Polish Army (84%), NATO (81%), and local governments (71%). On the flip side, only 25% of citizens trust political parties, and a mere 21% trust the Constitutional Tribunal. Communication succeeds when it stays away from political games and focuses on neutral, practical, and credible value.
Institutional PR in Poland cannot rely on catchy slogans or flashy visuals. They might grab attention for a moment, but they won’t build credibility. When creating our campaigns for institutions, we always put credibility first. We built campaigns around verified data, practical tips, and the voices of trusted experts. The insight is simple. In Poland, trust is the true currency of public communication – and it’s earned step by step, never assumed.
Building media relations
Working with the media in Poland requires cultural and political awareness. The media landscape here is highly polarised. National outlets are often perceived through a political lens, so institutional campaigns must balance their presence carefully. A message that appears only in pro-government or opposition-leaning media risks being dismissed as propaganda.
Local and regional outlets play an outsized role in shaping trust. Research consistently shows that Poles rate local media as more credible than national broadcasters. That’s why we always map not only the top national titles but also the most influential regional outlets. In one of our health education projects, building partnerships with local radio stations and city portals allowed us to reach communities that national media alone could never cover.
Polish journalists don’t not slogans. Stories backed by credible data, expert voices, and case studies are more likely to land coverage.
For example, when running an EU-wide food safety campaign in Poland, we focused on giving journalists access to scientists’ data. That approach generated dozens of media stories across both mainstream and regional outlets.
Our PR projects always combine online and offline. In one nationwide education campaign, we paired social media content with a city roadshow and outdoor ads. The mix made the message not just visible, but present in people’s everyday lives.
Educating instead of advertising
Poles are highly resistant to classic advertising. According to SW Research, 73% of them believe there is too much advertising, and only 24% trust its content. For institutions, this means one thing. W flashy slogan won’t win hearts or minds. What resonates is useful knowledge, something people can apply in their daily lives.
We see educational campaigns consistently outperform promotional ones.
When we designed communication for an international public health project in Poland, we didn’t stop at awareness messages. Instead, we focused on practical advice and simple how-to tips. It resulted with a stronger media uptake and measurable growth in public awareness.
In Poland, institutional PR must act as a guide, showing, teaching, and empowering citizens. Education builds credibility. And credibility is what ultimately drives long-term difference.
Educational content formats we create for public institutions:
- Expert articles and in top-tier national or sector-specific media outlets.
- Guides addressing common public concerns.
- Fact sheets and infographics with statistics.
- Localised press releases tailored to regional outlets.
- Social media posts written in plain language.
- Educational brochures and leaflets distributed at community events.
- Scripts for experts or spokespersons.
- Reports or whitepapers simplified into summaries.
Community engagement
Public initiatives often enjoy higher trust than government institutions. One of the best-known example is the Great Orchestra of Christmas Charity, which mobilise thousands of volunteers and raising millions of zlotys yearly. It is a proof that transparent, community-driven projects can unite people on a national scale. This level of engagement shows how much Poles value authenticity and bottom-up initiatives.
In our campaigns we always seek local partners such as schools, universities, city councils, or volunteer groups. They act as credibility bridges between the institution and the community. In one of our education projects, we worked with regional NGOs that already had long-standing relationships with local communities. Their involvement not only increased turnout at events but also made the campaign message feel more trustworthy.
The lesson is simple. Poles listen more closely when the messenger is someone they already know and respect. Institutions that collaborate with local organisations gain reach, authenticity, and trust they cannot buy with media budgets alone.
Working with local influencers
Influencers can amplify campaigns. But the choice must be very deliberate. Poles are sceptical of celebrity endorsements. Influencers consistently rank at the very bottom of the most respected professions in Poland. In annual surveys by SW Research, they occupy the last places on the list of prestigious jobs. Flashy names often backfire, especially if the influencer is seen as controversial. What works are credible micro- and mid-tier influencers such as doctors, dietitians, teachers, eco-activists, or creators with niche (but loyal) communities.
In our campaigns for public institutions, we’ve seen that audiences respond best when influencers educate rather than promote. For example, collaborating with a trusted health expert on Instagram generated meaningful discussions and questions. It’s something no billboard could achieve. The key is to give influencers the right content (data, practical tips, human stories) and the freedom to deliver it in their own authentic voice.
Running public campaigns in Poland demands local expertise, cultural sensitivity, and proper execution. It is exactly what we bring to the table. We have extensive experience working with international and European institutions. From strategy to media relations and on-the-ground activation, we know how to build trust and engagement in the Polish market. And we can do the same for your organisation. Contact us to book a quick call!