How to do marketing in Poland? Our guide to breaking into the Polish market

Entering a new market is never easy - but when it comes to marketing in Poland, there's great potential for growth, especially in one of Central Europe's most dynamic economies. With a digitally savvy population, a strong startup ecosystem and a rapidly evolving media landscape, the country offers unique opportunities for new businesses.

Warsaw is often underrated as Poland’s booming capital.

If you're considering launching your brand in Poland, here's what you need to know about marketing, public relations in Poland, and working with a Polish marketing agency.

Understanding the Polish market and marketing in Poland

Poland, with over 38 million people, is the sixth-largest economy in the EU. The population is increasingly urban and tech-literate, with nearly 90% internet penetration and a strong social media presence. However, consumer behaviors, cultural preferences and legal frameworks differ from Western markets.

Before launching your PR campaigns, it’s essential to understand local buying habits, language and the competitive Polish landscape.

1. Localise your brand & messaging

English is widely understood, especially among younger demographics, but Polish-language marketing is critical for credibility and reach. Avoid literal translations-work by hiring and working with native copywriters who understand Polish idioms, humor as well as tone.

2. Work with a Polish marketing agency

Partnering with a Polish marketing agency can be a game-changer. These local experts understand regional trends, media relations and compliance regulations. They can often assist with:

• Market research

• Influencer campaigns

• SEO and SEM tailored to Polish search behavior

• Content marketing / SEO content writing and PR strategies

• Offline activation and events
  

Agencies like these often have strong relationships with Polish media, which can fast-track your brand's visibility.

3. Invest in public relations in Poland

Public relations in Poland is about building long-term trust, not just getting short-term span attention. Press releases should be written in Polish and distributed via appropriate channels. It’s also wise to build relationships with local journalists, bloggers and influencers.

4. Use Polish digital channels effectively

Social media is huge in Poland. Here’s where to focus:

• Facebook remains a dominant platform for B2C marketing.

• Instagram & TikTok are popular with Gen Z and millennials.

• LinkedIn is gaining traction in B2B and tech spaces.

• YouTube is widely used for entertainment as well as brand content.
  

Polish audiences are increasingly responsive to video marketing, local memes and culturally relevant storytelling.

5. Don’t ignore offline marketing

While digital marketing leads the way, traditional advertising methods - like outdoor billboards, TV, radio and sponsorships - still hold power in Poland, especially outside major cities. Experiential marketing, like pop-up events or product sampling in malls, can be very effective.

6. Mind the legal framework

Make sure your marketing complies with Polish advertising law, including GDPR and consumer protection regulations. Avoid aggressive sales tactics or false advertising, as these can lead to hefty fines and damage to your brand's reputation.

Doing marketing in Poland requires local expertise, cultural sensitivity and a multi-channel approach. From public relations to influencer marketing and SEO, success comes from speaking your audience’s language - literally!

Whether you're a global brand entering Poland or a startup looking to grow, partnering with a reliable Polish marketing agency can provide the strategic edge you need.

Need help navigating marketing in Poland?

Contact us: hello@pr-insight.com - we know the local market inside out and can help your brand grow with precision and impact.