Entering the Polish Market: A PR guide for British companies

Expanding your business internationally is exciting, but entering a new market like Poland comes with unique challenges. For British companies, entering the Polish market successfully requires more than just translation. It demands a deep understanding of consumer behaviour in Poland, local trends, and the right PR and marketing strategy. At PR Insight, we help brands navigate this journey and build a strong presence in Poland from day one.

Entering the Polish Market - Understanding the Polish Market

Before launching any campaigns, thorough Poland market research is essential. Understanding the market size, regional differences, and consumer expectations allows brands to craft messages that resonate. Here are some questions to consider:

• Who is your target audience in Poland?

• What are the key industry trends?

• How do Polish consumers make purchasing decisions?

  
  

The answers to these questions form the foundation of a solid market entry strategy for Poland.

Localised PR & Digital Marketing

For international brands, localisation is key. This includes SEO in Poland and Polish keyword research to ensure your digital content reaches the right audience. Important steps include:

• Optimising your website for Polish language keywords

• Running Google Ads targeting local consumers in Poland

• Creating content tailored to Polish culture and media outlets

• Partnering with local journalists and influencers for PR campaigns

  
  

By combining PR with digital marketing localisation, British companies can build credibility and engagement in the Polish market.

Legal & Operational Considerations

Entering Poland also means understanding local regulations. Brands need to consider:

• Company registration in Poland

• VAT and tax obligations

• Compliance with local business laws

  
  

Aligning your PR strategy with legal requirements is critical. It builds trust with both regulators and consumers, ensuring your campaigns are not only effective but also compliant.

Persistence Pays Off

Expanding into a new market is a marathon, not a sprint. Consistency and persistence are key:

• Test and refine your marketing campaigns

• Adjust CRM workflows and lead capture processes

• Continuously optimise your SEO and keyword strategy

  
  

Brands that stick with repeatable, refined processes eventually see results. Persistence isn’t stubbornness; it’s the key to long-term success.

Building Relationships in Poland

One of the most important aspects of entering the Polish market is building relationships. Networking is crucial. Attend local trade shows, conferences, and industry events. These gatherings provide excellent opportunities to meet potential partners, clients, and influencers.

• Join local business groups: Being part of a community can help you gain insights into the market and establish credibility.

• Engage with local media: Building relationships with journalists can enhance your visibility and reputation.

  
  

Adapting Your Brand Message

When entering a new market, it's essential to adapt your brand message. What works in the UK may not resonate in Poland. Tailor your messaging to reflect local culture, values, and preferences.

• Use local language: Ensure your content is not only translated but also culturally relevant.

• Highlight local success stories: Showcase testimonials or case studies from Polish customers to build trust.

  
  

Understanding Consumer Behaviour

Understanding how Polish consumers think and behave is vital. Research shows that Polish consumers value quality and price. They are also increasingly influenced by online reviews and social media.

• Leverage social proof: Encourage satisfied customers to leave reviews and share their experiences.

• Utilise social media: Platforms like Facebook and Instagram are popular in Poland. Use them to engage with your audience and promote your brand.

  
  

Conclusion

For British companies, Poland market entry is about strategy, localisation, and persistent execution. By combining PR expertise, digital marketing, and insight-driven campaigns, you can successfully build awareness and credibility in a new market.

At PR Insight, we specialise in helping brands navigate the Polish market—from strategy and SEO in Poland to local PR campaigns and keyword research for Poland.