Poland is one of Europe’s fastest-growing economies, offering immense opportunities for businesses looking to expand. With a population of nearly 38 million and a thriving middle class, Poland is an attractive destination for international brands. However, entering this market requires more than just a good product - you need a strong public relations strategy tailored to Polish consumers.
Why PR matters in Poland?
Public relations play a crucial role in brand positioning, trust-building and market penetration. The Polish audience values authenticity, credibility, and local engagement. Without a well-crafted PR strategy, even the most promising brands can struggle to gain traction.
Key Challenges of Market Entry
Cultural and linguistic barriers - adapting messaging to Polish language and culture is vital.
Media landscape differences - Polish media have unique preferences and requirements.
Consumer skepticism - trust-building takes time and requires consistent communication.
Winning PR strategies for the Polish market:
1. Localised content
Polish consumers appreciate brands that respect their culture and language. Avoid direct translations; instead, craft localised, culturally relevant messages that resonate with the Polish audience. Use native speakers to ensure that content feels authentic and engaging.
2. Strong media relations
The Polish media landscape includes national newspapers, online portals, television and industry-specific publications. Building relationships with journalists, bloggers, and influencers can boost your brand’s credibility. Key steps include:
Researching and identifying top Polish business, lifestyle and industry media.
Crafting press releases in Polish, tailored to local journalists.
Offering exclusive stories or interviews with company executives.
3. Influencers and influencer marketing
Polish consumers are heavily influenced by social media personalities and bloggers. Partnering with Polish influencers who align with your brand can drive awareness and credibility. Consider working with micro-influencers (those with smaller, niche followings) who often have higher engagement rates.
4. Thought leadership & events
Participating in Polish business conferences, expos and networking events positions your company as an industry leader. Consider:
Speaking at Polish trade fairs (e.g., Warsaw Industry Week, Poznań International Fair).
Publishing articles in local business journals.
Hosting webinars and workshops with Polish industry associations.
5. Social media and digital PR
A strong digital PR strategy is essential in Poland, where platforms like Facebook, Instagram, LinkedIn, and YouTube are widely used. Key tactics include:
Running localised social media campaigns in Polish.
Engaging with Polish consumers through community management and customer service.
Investing in SEO-optimised content marketing to increase visibility.
6. CSR initiatives
Polish consumers value brands that contribute to the community. Sustainability, ethical sourcing and corporate social responsibility (CSR) initiatives can enhance brand reputation. Consider supporting local charities, environmental causes or community programs.
Case studies
Zalando
The German e-commerce giant entered Poland with a well-structured PR and marketing campaign, focusing on:
Localised advertising and influencer partnerships.
Seamless Polish-language customer support.
Targeted PR efforts highlighting their free returns and delivery policy, which appealed to Polish consumers.
McDonald’s Polska
McDonald’s localised its menu and PR campaigns by:
Incorporating Polish flavors into its menu (e.g., the McKielbasa sandwich).
Running CSR campaigns supporting local farmers and communities.
Collaborating with Polish celebrities and influencers to enhance brand appeal.
Vintage cars parked outside a classic McDonald's & the nostalgic charm of the late 60s
Expanding into Poland requires a well-researched and localised PR strategy. By understanding the market, building strong media relationships, leveraging digital and influencer marketing, and engaging in CSR, businesses can establish a successful presence in Poland. With the right PR approach, your brand can crack the code and thrive in one of Europe’s most promising markets.
Get started today!
If you’re planning to enter the Polish market, partnering with a local PR agency or PR consultant can significantly boost your chances of success. Start crafting your winning PR strategy with us today!