Globalization and an overcrowded market, aligned with growing customer expectations in terms of the standard of products or services, means that more and more companies are forced to redefine their business models, reach for innovative solutions, and experiment. This also applies to the communication field in Poland. Adequate positioning, high standard of customer service, flexibility and an iterative approach will be crucial for ethnic marketing agencies that think about long-term development.

Polish PR demands changes

Polish PR is becoming stronger than ever, despite a noticeable decline in readership/audience/viewership of traditional media. Facebook and Google are monopolizing online communication channels. There is a spectacular increase in the reputation of online opinion leaders and an on-going decline in the reputation of mainstream media chasing the clickbait’s. The currency of our time is the attention of the recipient, and the fight for it becomes more and more brutal. The Polish PR industry is facing a revolution resulting from a change in the behavior of ourselves and how we build relationships. The traditional PR tools and techniques are becoming a thing of the past. New areas have appeared, requiring new competences on the agency’s side, such as content marketing, influencer relations, and performance marketing. The monologue kept on behalf of brands and clients is being replaced by the need of a dialogue, and engaging stakeholders. Omnichannel marketing is the most popular trend of 2018 in Polish PR. The measurability of PR activities is becoming more and more important.


In 2018, Polish content creators face a lot of challenges. The main issue to resolve is applying the new RODO digital security data protection rules across all the platforms and into the marketing communication process. Another challenge is preparing more personalized, authentic messages with the use of the latest technology, which allows measuring success and tailoring messages for specific segments.

In 2018, we have noticed a decrease in the importance of media relations for quality content created and distributed on behalf of the client, directly to its stakeholders. To be taken into consideration is the importance of opinion leaders, the growing role of video and multimedia, and creating and implementing communication projects in cooperation with, not on behalf of, the client.


Rapid development of the PR industry in Poland

Rapid development of the PR industry is not surprising, considering the fact that the Polish corporate segment is growing very fast, and the market becomes more demanding. Working in PR demands consistent emergence from our comfort zone, looking for new challenges, and learning and developing valuable, yet surprising content. As more PR workers are creating and promoting their contents through social channels, working with influencers etc., the border between marketing and PR has become blurred. What is noticeable is the attention paid to the analysis of the PR activities, and indirectly how they convert into business results.


How can a PR agency help you with the Polish market?

  1. Enhancing Polish consumer experience – all marketing areas converge towards providing a unique and positive experience in their communication, at every stage of a customer’s journey. From marketing communication, building lasting relations with the customers, to providing relevant, positive responses to any negative comments and experiences.
  2. Real, authentic communication in Polish – aligning your brand strategy with Polish tradition, culture and real life problems. Involving Polish main and micro influencers to advocate your brand. Currently, micro influencers are gaining more popularity, giving brands the opportunity to reach a very specific niche in the market. For the Polish PR industry the biggest challenge is the dynamically changing market, as well as the style and methods of communication.This entails the need to redefine the scope of services provided and to compete in the areas previously reserved for advertising agencies, social media, SEO agencies, and software producers.
  3. Building brand equity – a brand represents much more than a logo, as we all know. It’s also about developing the public’s valuation of a brand, concept of understanding the power of a consumer’s emotions in relationship to your brand. A Polish consumer has different levels of sensitivity to many aspects. To communicate with them on whom you are, what you stand for and how useful you could be for the Polish consumer, must be aligned with national values. Consumers will judge your brand based upon its perceived quality, credibility, price and value for money. Fixing marketing communication mistakes can be much pricier than making the thing right from the start.
  4. Discover effective sponsorship ideas – in Poland for example, many organizations choose multiple sponsorship of non-football sport, such as triathlon, cycling, among others.
  5. Social media marketing – as Facebook, Instagram and Twitter gain popularity in Poland, 90% of brands invest in marketing communication that is more authentic than ever before. Social media have their own language, which is changing all the time. Without knowing Polish values, culture and not speaking Polish very well, it is impossible to distinguish and identify the little tweaks and words emerging nowadays in social media communication. But, if you are looking for an authentic relationship with your target market, social media are the best way to go in Poland.
  6. Polish agencies recognizing new social groups in Poland, including Ukrainians. Currently, they are the largest group of immigrants in Poland, approx. 2 mln and can tailor specific communication relevant for their values and culture.
  7. Mobile marketing – due to changes in search processes applied to the browsers, more users are attracted in Poland to mobile marketing as they use their smartphones for more activities than before. Preparing a specific campaign and mobile usability experience demands relevant knowledge on how a Polish consumer uses their mobile, what content is attracting them and why, and what type of purchase they are ready to make through the use of apps.
  8. Knowing industry rules and legal regulations – not complying with the latest data security changes might result in huge fines. Polish marketing agencies are up to date with the latest requirements, as the issue became widely communicated by the Polish government. Localizing your marketing messages must be aligned with European Union General Data Protection Regulations and Polish law application. Regardless of your country of registration, you have to comply with the local law when it comes to marketing materials.


If you need help with any of the above, do not hesitate to contact us.

We can, not only prepare your marketing communication plan, but also implement a strategy to achieve outstanding results. The proof is in the pudding, as they say. Check out our portfolio.

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