Digital PR in Poland: opportunities and best practices

Digital PR in Poland is evolving quickly, encompassing areas from SEO to SEO content creation. We’ve chosen to highlight the digital PR practices in Poland and clarify the factors driving change in the Polish market.

The digital PR in Poland: what is driving the change?

Warsaw's sunset and skyscrapers facing the sun.

Internet & device usage

Nearly 90% of Poles are online, with over 75% active on social media and heavy mobile usage spanning multiple devices. In 2024, over 90% of companies used social media as a core tool for marketing, customer engagement, and sales.

Ad spend & formats

In 2023, digital ad spending exceeded 7.8 billion PLN. This was boosted by video ads, programmatic campaigns, and mobile formats. Online video advertising surged by 20.7% to reach 1.5 billion PLN, with projections of 2 billion PLN in 2024.

Influencer marketing

Influencer marketing in Poland is burgeoning, projected to exceed PLN 1.3 billion (~€300M) by 2025. In 2024, influencers comprised about 3% of digital ad spend. Investment grew by 12.4%, and influencer content directly influenced purchase behavior.

Media consumption & behaviour

Poles spend an average of 3 hours and 11 minutes daily in front of screens. Over one hour is spent streaming, and more than 36% of TV viewing is now streaming-based. A 2023 study shows that 65% of consumers make purchase decisions based on social media recommendations. YouTube remains dominant with around 28 million users, while TikTok is rising fast, especially among younger groups.

What is key for a winning digital PR strategy in Poland?

Know-how of the Polish media.

Localised, culturally tuned content matters. Tailor your tone & messaging for regional outlets like Gazeta Wyborcza versus tech platforms like Antyweb.

Work with Influencers - especially micro-influencers

Authenticity drives engagement. Micro-influencers with loyal followings often outperform big names in terms of trust and impact.

Invest in SEO-optimised, localised content

High-quality, locally relevant content-thought leadership, stories, multimedia -resonates more with journos and audiences. Aim for backlinks from reputable domains.

Use AI and digital tools

Utilise AI-powered social media tools (like Meltwater, Hootsuite, Sprout Social) for analytics, scheduling and content generation. Always have native Polish speakers review AI outputs.

Embrace trend-driven channels

TikTok, Instagram Reels, YouTube Shorts and livestreams (e.g., IG Live, YouTube Live) are crucial for younger demographics. Podcasts are also gaining traction.

Monitor & measure to optimise

Tools such as Brand24, utilised for Polish media monitoring, assist in tracking coverage, engagement, and mentions, which are crucial for refining strategies.

Partner with local PR experts

Whether you're an international brand or expanding from elsewhere, collaborating with bilingual, local agencies-or freelancers with market insight-is invaluable.

Structural insights: the state of the PR market in Poland

Market growth & instability

By 2024, around 1,090 PR agencies existed in Poland. However, closures remain high; about 330 agencies have shut down. Most new entrants are sole proprietorships, offering flexibility but less stability.

From traditional to agile

A shift toward freelance and B2B collaborations is happening, driven by the need for flexibility amid economic uncertainties. LinkedIn has become the go-to platform for professional PR communications, replacing Facebook.

Evolving service offerings

Agencies are broadening their offerings to include ESG communication, data analytics, and AI-based services. Professional standards are being reinforced by bodies like ZFPR with programs like Golden Clip awards and international certifications.

Getting started with your Digital PR in Poland

Define audience & objectives

Align your brand message with the right demographic - such as TikTok for Gen Z and LinkedIn for B2B outreach.

Select platforms & partners

Use insights to choose your media mix - YouTube, Instagram, TikTok, and local PR/language support.

Create localised, engaging content

Prioritise storytelling with local context - collaborate with local market influencers for authenticity.

Embracing the digital PR landscape in Poland

Poland represents a dynamic and digitally rich market for PR. It is characterised by high social media adoption, booming influencer marketing, and a rapidly evolving agency landscape. Success lies in blending local insight, authentic storytelling, advanced tools, and flexible execution to connect deeply with Polish audiences. Whether I'm launching a new campaign or scaling operations, a well-informed digital PR strategy tailored to Poland can deliver meaningful results.