Digital PR in Poland and trends for UK companies entering Poland (2026 Guide)

Expanding into Poland offers a strategic opportunity for UK companies, but success requires more than translating campaigns. Polish audiences are digitally savvy, highly engaged on social media and expect locally relevant, authentic communication. Implementing the right digital PR tools and strategies can help brands establish credibility and gain visibility in the competitive Polish market.

British companies entering the Polish market need to be equipped with basic PR tools, just to start with!

Top digital PR trends in Poland 2026

• AI-powered digital PR

Artificial intelligence is now a core component of Polish digital PR. From content creation to media analysis, AI tools help streamline campaigns, draft press releases and monitor engagement.

Tips for UK companies:

• Use AI for headline testing, multilingual content and performance analysis.

• Always combine AI outputs with native Polish review to maintain authenticity.
  

• Digital-first storytelling

Polish audiences prefer mobile-first, visually rich content. Short-form videos, Reels, TikToks and interactive media outperform traditional press releases.

• Micro-influencers drive engagement

In Poland, micro-influencers often deliver higher engagement than major celebrities, particularly in niches like tech, lifestyle, and beauty.

Action Step: Collaborate with local creators for authentic campaigns, rather than relying solely on paid endorsements.

• LinkedIn dominates B2B PR

LinkedIn is increasingly effective for B2B in Poland. Millions of professionals use the platform to consume thought leadership content and engage with brands.

• Localised messaging wins

Authenticity is key: direct translations from English rarely resonate. UK companies must adapt content to Polish idioms and cultural norms.

Essential digital PR tools for companies entering Poland

Media monitoring & social listening

• Brand24 – Polish platform for monitoring news sites, forums, blogs and social media mentions.

• Pulsar – Provides audience intelligence and trend analysis across platforms.
  

Social scheduling & analytics

• Hootsuite / Sprout Social – Schedule posts, track engagement, and manage multilingual campaigns.
  

Influencer & outreach platforms

• AspireIQ / Traackr – Discover influencers and manage partnerships.

• LinkedIn Campaign Manager – Targeted campaigns for B2B engagement.
  

AI content tools

• ChatGPT / Jasper / Writesonic – Draft localised Polish content for press releases, blog posts and social campaigns.

SEO & content intelligence

• Semrush / Ahrefs – Keyword research, competitor insights and topic discovery for Polish audiences.

Proven digital PR strategies for the Polish market

1. Localise everything - translate content thoughtfully, not literally.

2. Blend traditional and digital Media - combine online campaigns with local newspapers and niche portals.

3. Build long-term relationships - engage Polish journalists, editors and influencers for credibility.

4. Measure and refine - track media mentions, sentiment and share of voice to optimise campaigns.

For UK companies, success in Poland depends on combining AI tools, influencer marketing, localised storytelling and strategic media planning. Treat Poland as a unique market, adapt campaigns to local preferences and leverage the right digital PR tools to boost brand visibility and credibility.