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The Polish media landscape is based on television and online outlets that are claimed to be the most significant sources of news in the nearly 40-million population country. There is a very diverse private and independent media sector – including television, press, and radio – as well as the public ones, which are considered to be rather pro-government. Due to the decreasing popularity of traditional media among the younger generation, it is also important to take care of a company’s stakeholders (organisations, associations, influencers) through different channels.
Cities such as Warsaw, Krakow, Wroclaw, Poznan, and Gdansk are business hubs full of local and international companies, especially in the IT and outsourcing sectors. There is a vibrant and growing start-up scene, too.
In business communication involving Poles it is important to start a meeting with a small talk, however the conversation shouldn’t concern politics or religion. Interpreters may not be needed as most young Polish people can communicate fluently in English.
As mentioned at the beginning, a good PR agency in Poland should not restrict to one specific aspect of public relations (such as media relations work and press releases dispatch in particular), but rather on brand’s holistic communication. As a result, the most effective way to introduce the company onto the Polish market is through a retainer pricing model based on the time spent by the PR consultants. Monthly fees start at 1,750-2,500 EUR for a quite limited scope of media relations work, and get up to 4,500 EUR for more extensive work. Entering the market, you can decide on a 3-month project that should generate the first results and give you a sense of how the agency works.
If you are sure you do not need PR consultants’ support and have important news to announce on the Polish market, you can choose a single press release dispatch for around 1,000 EUR.
Started in 2011 by a former journalist Magda Górak, Profeina became an 11-specialist strong, leading, and recommended PR agency for fintech, e-commerce, technology, and other innovative businesses in Poland.
Profeina gained its recognition thanks to effective campaigns for Polish and foreign
clients, fast growing start-ups, new mobile applications, market newbies, VC investors and well established digital companies. The company has worked with BlaBlaCar, Blue Media, Banqup, Spoko.app, Coders Lab, Codecool, Autopay, AdopteUnMec, and WorldRemit, among others.
- Media relations are based on mutually beneficial interactions between journalists, editors, and public relations specialists. Their purpose is to communicate a client’s relevant and newsworthy message in a suitable media outlet – press, TV, radio, and the Internet.
- Social Media management is managing a client’s online presence on platforms such as LinkedIn, Twitter, Facebook, Instagram or YouTube. This service starts with a consistent strategy preparation to, later on, create and publish appropriate and eye-catching content on the aforementioned platforms.
- Content writing is producing marketing content such as blog posts, press releases, webpages or whitepapers to reach the targeted audience. It aims to increase traffic to a client’s website and to fulfill certain marketing objectives.
- Event presence is an opportunity to showcase a client to the general public and/or prospects and expand their network. It also includes inviting key media workers and thus aims to increment the client’s visibility in media.
- Market research is often useful to prepare a brand to enter a given market. In such a case it consists of a thorough analysis of the presence of the brand and its competitors, as well as their presence in the media and social networks. Research – e.g. surveys – can also be commissioned to a research agency to obtain valuable content that can attract the attention of the press and the client’s target audience.
- Media training aims to guide a client on how to interact with media. It improves their communication skills and provides them with tools to deliver an effective and credible message helping to get more media coverage.
- Reputation management is shaping positive public perception and opinion about a client. It consists in an active and regular monitoring of client’s mentions, mainly online, and reacting to them.
- Crisis management starts with creating a plan and strategy in case an unexpected PR crisis arises. Its goal is to minimise the impact of negative publicity and media mentions, as well as to reduce the potential damage the crisis may cause to the client.
