The Polish media market is governed by its own rules - and effective PR communication requires not only a good product and idea, but also an excellent sense of context. That is why foreign brands that want to start PR activities in Poland should consider working with a local agency. One that knows the rules of operation in the Polish media, the realities of the market and the expectations of journalists. Why is it so important? Here are five key reasons.
Real-time marketing tailored to the media context
Polish public media, as well as commercial media, are extremely sensitive to current, interesting social, cultural and political events. They engage in topics that are important to their audiences, comment on current phenomena, and often react to local or socially relevant nuances that may go unnoticed by foreign PR teams. An effective local PR agency team is not only able to instantly identify contexts and news that move people and journalists. They can also, based on analysis of the current situation and a unique message, bring the brand into the discussion in the right tone and at the right time.
Example: One of our clients - an international online English language learning platform for children - carried out a survey on the quality of education in several countries where it operates, including Poland. Parents from different markets answered questions about, among other things, the level of education and safety in public schools. We recommended that in the Polish version of the survey, a question should be added on the banning of homework - a topic that resonated strongly in the media and among parents at the time. In addition, we advised that the results of the survey be made available on the anniversary of the introduction of this law - a particularly media-savvy moment. The result? Publications based on the client's report appeared in major national news and parenting websites and even in political titles.
2. public media, commercial media - it's the relationships that count, not just the contact base
Access to the media is not just about e-mail addresses, telephone numbers and mastered theory in the so-called area of media relations. Above all, it is the ongoing contact, the trust built up over many years of cooperation, the knowledge of the preferences of specific editors, the topics that journalists of the client's industry titles live with, the internal editorial regulations and, at the same time, the method of communication that works best. To achieve media success, it is essential to know who to talk to about a given topic and how to present it in an interesting form that will interest a specific editorial team. Such a message is likely to be more effective than standard forms of advertising.
Example: In the Polish media, inter-editorial cooperation is very common - journalists from one media group not only create content for one service, but also cooperate with other, reach editorial offices. Having this knowledge and establishing editorial cooperation with a specific journalist, e.g. from a lifestyle title or in the local press, we can simultaneously gain publication also in a news medium of the same group. What is more, having contact with a journalist from one women's website belonging to one of the largest Polish media groups, we are able to organise publication in dozens of local websites of this group - ensuring nationwide reach without additional costs or a sponsored campaign. This type of effect is possible thanks to real relationships with local media, such as Radio Zet or Telewizja Polsat, awareness of media connections and conscious control of media activities, not just access to an e-mail database.
3. proximity in crisis situations - not only geographical
Many factors come into play in crisis situations: time, accurate knowledge of the facts, the cultural context, as well as legal statutes. First impressions are crucial here - the right way to react has a decisive effect in a crisis. In difficult moments, Poles appreciate sincerity, quick action and empathy. An agency with a local presence can not only react quickly, but also ensure the right tone of messages, organise meetings with stakeholders, employees or the media, and support crisis management on the spot if necessary. Television, radio, daily or local newspapers - often require an immediate response and reaction, and an agency experienced in dealing with their representatives is able to adapt to these needs and present the company's position in a way that has been agreed internally beforehand. In this way, the client can be assured that the communication message will not get out of hand, will carry itself in the right direction, and that the team in charge of the activity will continuously check its reach and appropriate understanding by the audience. Knowledge of social mechanisms, cultural norms and typical emotions makes it possible to turn a crisis situation into an opportunity to improve a brand's image in the eyes of its audience.
4. the possibility of creating partnerships with local brands
Operating in Poland, it is worth building credibility through local collaborations - including with other brands. Because we are a Polish PR agency, we can offer valuable partnerships with companies with similar communication goals and converging target groups. Importantly, a client who is unfamiliar with the Polish market can also count on the agency's support in finding contacts to decision-makers, so there is no need for him to scour social media platforms on his own to find potential partners and make the first contact. He or she will receive not only a recommendation from us, but also a direct connection, so necessary for success, with the person responsible for marketing activities on the other side - based on a relationship of trust and knowledge of common goals.
Example: One such case was the joining of forces between two of our clients - a film producer who wanted to promote a family film and the aforementioned English learning platform for children. A common target group, the exchange of benefits and the mutual reinforcement of messages have great potential to be mutually beneficial. Another example of such an activity was the collaboration between our client, a manufacturer of professional clothes ironing equipment, and the organiser of a 'slow fashion' trade fair. A perfectly matched communication context and a common target group - people who love and appreciate local, regulation-compliant clothing manufacturers - resulted in a message that found its way into the hearts of the audience through the press and online and strengthened the business of both clients.
5. ability to adapt global strategy to local realities
What works in the media in Germany, the USA or France will not necessarily work in Poland. Cultural differences, language differences, but also social sensitivities or consumer priorities matter, and knowledge of theory is not enough. A Polish PR agency can translate global brand assumptions into a language that local audiences can understand - both literally and metaphorically. This ensures that media communications - in newspapers, television, online and on the radio - are consistent with the brand's image, while also being based on the principle of authenticity and getting to the heart of the needs of Polish consumers and media.
Well-planned and executed PR communication in the Polish market is not just a matter of language. It is also about knowledge of the media, politics, journalists' trust, daily work based on the principle of loyalty, local presence in difficult moments and the ability to 'read between the lines' of what really engages public opinion in our country. This is why working with an agency that knows this market inside out, specialises in it and conducts ongoing analyses of it, is an investment in security, effectiveness and authenticity of action. For this reason, communication activities are likely to bring more long-term effects in the process of building the brand image than just standard advertising in the press, radio, television or on the Internet, which is increasingly being rejected by readers and which is still associated with high fees.
Want to start communicating PR in our country, take the best direction towards media success and feel in control of your brand marketing activities? Do it with a partner who knows the local rules of the game and is among the industry leaders. Get in touch with the Good One PR team.
