In a dynamically changing and unpredictable legislative environment, public affairs activities are gaining importance as a strategic tool with real business benefits. Public affairs, understood as a set of organised activities aimed at building relationships with stakeholders, institutions and the public, is today the foundation of effective strategic communication in the context of changing regulations and public expectations.

PR industry practitioners, public relations professionals, corporate communications experts and representatives of NGOs actively involved in public affairs activities are currently keeping a close eye on legal developments and government initiatives that can have a real impact on decisions taken at local, national and European level. 

Public affairs activities are becoming an integral part of the strategy, enabling effective management of regulatory risk, as well as supporting the shaping of a positive image of the organisation in question in the eyes of the public.

The importance of public affairs in an organisation's communications

In an era of accelerating digitalisation and the growing role of social media, PR activities and extensive media and social media activity are increasingly integrated with public affairs tools. Effective strategic communication today requires not only the development of accurate press releases or effective online campaigns, but also the building and maintaining of lasting relationships with key stakeholders and decision-makers - both at national and European level.

The use of ethical public affairs tools, such as legal lobbying, crisis management, opinion polls or participation in public consultations, is becoming an indispensable part of professional management of relations with the institutional environment.

The definition of public affairs today encompasses both media relations and activities aimed at real public engagement through the active participation of individuals and organisations in the public debate.

Overview of PA highlights

Market deregulation on the horizon

Deregulation is increasingly becoming one of the key directions of the Polish government's activities in the context of improving the business environment and increasing the competitiveness of the Polish economy. In February 2025, the Prime Minister of Poland announced the creation of a special advisory team tasked with developing a a comprehensive deregulation package. It was headed by Rafał Brzoska, CEO of InPost - the market leader in last-mile logistics. It was announced that by 1 June 2025, the following will be developed 400 deregulation proposals covering a broad spectrum of economic sectors.

First round of deregulation solutions, which has already been forwarded for further processing by the government administration, covers key areas for economic development: transport, energy, construction and IT sector. The proposals are systemic and respond to long-signaled challenges by the business community related to excessive bureaucracy, regulatory fragmentation and the high cost of implementation.

Of particular note are the solutions contained in the first package, adopted by the Council of Ministers in March 2025, which include:

• Reducing the length of inspections for micro-entrepreneurs - from 12 to 6 working days;
• Introduction of an obligation to inform the trader in advance on the scope of the inspection, together with a list of the documents required;
• Possibility to lodge an objection to control activities in certain situations;
• Reducing the frequency of inspections - for low-risk companies not more often than once every 5 years;
• Reduction in the number of certificates and documents required in administrative processes;
• Introduction of the "one in, one out" principle - each new regulation must be balanced by the elimination of another;
• Facilitating the conduct of cases electronically - increasing the number of e-services available to entrepreneurs;
• Strengthening the transparency of the legislative process - including through mandatory stakeholder consultation and impact assessment.

According to the declarations of the representatives of the government and the authors of the package, the proposed solutions are expected to contribute to a significant simplification of administrative procedures, lowering of barriers to market entry and acceleration of investment processes, which in turn will have a positive impact on the operational efficiency of companies and the stability of the economic environment.

From the perspective of the business sector, the implementation of the deregulation package may provide a significant development impulse - especially in intensively regulated areas such as infrastructure or energy. Deregulation in these sectors is expected to increase Poland's investment attractiveness and improve the competitiveness of Polish companies on the European and global markets.

It is also worth highlighting the international aspect: an expert delegation is already planned to visit Copenhagen in May 2025, where Polish representatives will discuss with Danish partners the possibility of continuing and internationalising deregulatory activities under the Danish Presidency of the Council of the European Union, which starts on 1 July 2025.

Poland is actively initiating talks with other EU Member States with a view to implementing a European deregulation model, which would be coordinated and long-term in nature. Such activities are part of the broader context of strengthening the competitiveness of the EU economy in the face of dynamic geopolitical and technological changes.

From the point of view of corporate stakeholders and public affairs, compliance and regulatory risk management teams, updating knowledge of the direction and scope of planned deregulations becomes an essential part of preparing organisations for upcoming legislative changes. Monitoring the activities of the deregulation team and their European context should be included in companies' strategic plans for the second half of 2025 and beyond.

Windmill Act - one step closer to RES

Changes in the field of energy, and in particular renewable energy sources (RES), is a topic that is hotly debated in Poland. The amendment to the so-called Windmill Act, which aims to change the regulations regarding the distance of wind turbines from buildings, has entered a key legislative phase. According to the proposed amendments, it is planned to reduce the minimum distance of turbines from buildings from 700 m to 500 m.

The law has already reached the Sejm and is currently in the Infrastructure Committee, which is an important step towards finalising the entire legislative process. This may be of great importance in terms of the upcoming presidential elections, as the entry into force of the law will depend largely on the new Polish president.

Key changes in the amendment of the Windmill Act:

• Abolition of the 10H rule. The previously existing 10H rule, limiting wind turbines to be located less than ten times their height from buildings, is being replaced by a minimum distance of 500 metres.
• Environmental constraints. Introduce a minimum distance between turbines and the boundaries of national parks (1,500 m) and Natura 2000 sites (500 m) to protect natural habitats.
• Extension of the virtual prosumer formula: The amendment makes it possible for residents of municipalities adjacent to the location of wind farms to use a virtual prosumer formula, increasing the availability of their own energy production.
• Facilitating the modernisation of existing wind power plants (repowering): The new legislation provides for a simplification of the procedures involved in retrofitting existing wind turbines, with the aim of increasing their efficiency and performance.
• Reducing investment time: With the amendment, the lead time for new wind power investments is to be reduced to three to five years and the modernisation of existing installations to two and a half years.
• Increasing the potential for new wind capacity: It is estimated that up to 10 GW of new wind capacity could be built by 2030 thanks to the amendments to the Windmill Act, which will significantly contribute to increasing the share of RES in the national energy mix.

The amendment to the Wind Act is an important step towards increasing the share of renewable energy sources in the Polish energy system. For RES companies and investors, this means new opportunities for the development of wind projects, both through the construction of new installations and the modernisation of existing ones. From the perspective of local governments and communities, these changes may bring benefits in the form of increased revenues to local budgets and the creation of new jobs.

In the context of the upcoming presidential election, the finalisation of the legislative process and the entry into force of the amendment will depend on the decision of the new president. Therefore, it is crucial for stakeholders in the energy sector to monitor the further stages of the legislative process and to prepare for potential changes in the regulatory environment.

State Digitalisation Strategy almost ready

Digitisation is not only technology, but also an important part of the strategy to enable Poland to better adapt to the requirements of the 21st century. The project, which is now in its final phase, envisages simplifying administrative processes, supporting SMEs in digitisation and developing new technologies. As a result, Polish companies will gain access to digital tools that will improve management and increase competitiveness.

The document is expected to be officially adopted by the end of 2025, with full implementation of the strategy starting in 2026. According to an announcement by the Ministry of Digitalisation, the EU changes regarding investment funding are currently pending, as well as the finalisation of comments made during the public consultation.

Presidential campaign in full swing

The upcoming 2025 presidential election, scheduled for 18 May, is increasingly drawing its contours in the public debate. The election campaign has already entered the phase of full intensification of activities, and the first debate of the candidates for the office of the President of the Republic of Poland has determined the important directions of the media narrative and the communication priorities of the individual staffs.

In the current political and communication dynamics, it is crucial not only to keep abreast of current events, but also to analyse in depth their potential consequences for the wider regulatory and economic environment.

According to the latest United Surveys poll for DGP and RMF FM, Rafał Trzaskowski, who received 28.9% of support from respondents, remains the election favourite. It is a result which, while allowing him to maintain his leading position, does not give him a chance to win in the first round.

Thus, the scenario of a second round, in which the candidate of the Civic Coalition may face both the representative of Law and Justice, Karol Nawrocki, currently recording 25.6 per cent support, and the candidate of the Confederation, Slawomir Mentzen, indicated by 12.4 per cent of the respondents, is becoming more and more likely.

From the point of view of business stakeholders, the election of the new President of Poland is of strategic importance. This is because the head of state has important tools to influence the legislative environment, including the prerogative to veto laws that may both support and hinder business development. This is why it is so important to analyse the candidates' programmes in terms of their attitude to economic, climate, energy or fiscal policy - especially in the context of the ongoing transformation of the energy sector and green modernisation of the economy.

For professionals in the areas of public affairs, corporate communications and regulatory risk management, ongoing monitoring of campaign and electoral forecasts is an indispensable element when planning long-term communication and investment strategies. Skilful mapping of potential political scenarios allows better preparation for possible changes in the legal environment and facilitates building relationships with decision-makers regardless of the final electoral outcome.

In the context of the 2025 presidential election, organisations operating in Poland should already be taking preventive and analytical measures that will allow them to react flexibly to changing political conditions, ensuring operational stability and compliance with future regulations.

Poland's Presidency of the EU Council - what has been done and what still lies ahead?

From January 2025, Poland holds the Presidency of the Council of the European Union, focusing on strengthening the competitiveness of the EU economy and simplifying regulation for businesses.

The Presidency has taken steps to:

• removing barriers to cross-border economic activity,
• facilitating access to capital ,
• reducing the bureaucratic burden.

This has had a direct impact on improving the business environment in Poland and across the European Union. 

Plans for the second half of the Presidency include continuing work on improving mechanisms to support industry in areas important to security, as well as further efforts to restore fair competitive conditions for EU industry in its relations with global competitors. 

How to prepare a PA strategy for the upcoming changes?

The changing regulatory and policy environment requires organisations to be flexible, adaptable and able to respond quickly to new market conditions.

A key aspect of effective action becomes not only the ongoing monitoring of legislative processes, but also the skilful use of available public affairs tools, such as:

• media relations,
• monitoring the market's response to legislative changes,
• building relationships with key stakeholders,
• training of teams responsible for strategic communication.

The development and implementation of a public affairs strategy, based on an analysis of an entity's risks, needs and opportunities, allows it to better prepare for the dynamic changes taking place both at local, national and EU level. This approach enables organisations to effectively navigate the complex institutional environment and to adapt their communication activities to current realities.

The use of ethical public affairs tools can bring significant business benefits - from strengthening relationships with the public, to improving understanding of legislative intent, to enhancing an organisation's ability to engage in dialogue through public consultation.

Public affairs, as a multidisciplinary area combining strategic communication, public relations, stakeholder and institutional relationship management, as well as lobbying activities, is today becoming an essential element in the management of the modern organisation. By using legitimate, ethical public affairs tools and adapting them to the specifics of the organisation, it is possible to maximise the impact of communication on the regulatory and social environment, contributing to the achievement of sustainable competitive advantages.