Founder’s guide to cross-border PR: entering the UK and Poland

Expanding into new markets is exciting - but most founders underestimate the power of strategic PR and messaging. While operations, legal setup and sales are essential, without a focused cross-border PR strategy, your brand risks losing credibility, visibility, and early traction.

This brief blog post explores how founders and brands can successfully enter the UK and Polish markets using digital PR, influencer marketing and founder-led messaging.

Why PR matters for market entry?

Many companies focus heavily on legal setup, sales and operations but overlook how their brand is perceived in a new market. PR plays a critical role in:

• Building trust and credibility with local audiences

• Ensuring your messaging resonates culturally

• Amplifying visibility through media coverage and digital campaigns

• Supporting sales by generating leads and demand
  

Without PR, even the best product or service can struggle to gain attention in a competitive market like the UK or Poland.

Understanding the UK and Polish media

Each market has unique media preferences and expectations:

UK:

• Media is highly competitive and data-driven

• Journalists prefer concise, clear and fact-based stories

• Digital PR and SEO-friendly content are essential for online visibility
  

Poland:

• Media values storytelling, context and culturally relevant content

• Influencers and local partnerships have strong credibility

• Bilingual content (English + Polish) ensures reach and engagement
  

Tip: Tailor your messaging and PR campaigns to the nuances of each market.

Steps for effective cross-border PR

1. Conduct market research

• Identify key competitors, journalists and influencers

• Analyse audience behaviour

• Determine the best channels to reach target customers
  

2. Define founder-led messaging

• Position the founder as a thought leader

• Align brand story with local culture and audience expectations

• Use consistent messaging across press releases, social media and influencer marketing campaigns
  

3. Launch digital PR campaigns

• Secure media coverage in industry publications

• Collaborate with local influencers to increase credibility

• Optimise online content for SEO to improve visibility
  

4. Localise content

• Translate and adapt content for Polish audiences

• Ensure campaigns respect cultural nuances

• Avoid generic one-size-fits-all messaging
  

5. Measure and optimise

• Track KPIs such as media coverage, website traffic, social engagement and lead generation

• Adjust campaigns based on insights and results
  

Common mistakes to avoid in the UK but also Poland

• Entering the market without a local PR strategy

• Underestimating cultural differences in messaging

• Treating digital PR as a “set and forget” tactic

• Overloading the founder with content creation without strategic guidance
  

How a specialist PR agency can help

Working with a cross-border PR agency like PR Insight offers:

• Expertise in UK and Polish markets

• Bilingual campaigns (English + Polish)

• Founder-focused strategies that build credibility and visibility

  
  

Even for a solo founder, having a strategic PR partner ensures your market entry is efficient, impactful and visible from day one.

Expanding into the UK or Poland is more than logistics and sales - it’s about how your brand is perceived. By investing in strategic cross-border PR, founders can build trust, visibility and demand while avoiding costly mistakes.

We help founders and brands navigate these markets, combining founder-led messaging, digital PR campaigns and cultural expertise to ensure every campaign delivers measurable growth.

Ready to expand successfully into the UK or Poland? Book a free strategy call with us today!