Media relations in Poland: How to launch your brand with PR & influencer marketing in Poland

Media relations in Poland have evolved dramatically in recent years, driven by rapid digital transformation, increased social media usage and a shifting media landscape. For brands looking to expand their presence in Central and Eastern Europe, understanding how PR in Poland works and how to integrate influencer marketing is essential for success.

Why media relations in Poland?

Poland is the sixth most populous country in the European Union and has a dynamic, well-established media industry. With a mix of traditional outlets (TVN, Polsat, Gazeta Wyborcza) and a growing number of digital media platforms, gaining positive media exposure can significantly impact a brand's visibility and reputation.

Effective media relations in Poland can help you:

• Secure earned media coverage in respected publications

• Build long-term relationships with journalists

• Influence public perception and increase brand trust

• Navigate potential crises with credibility and transparency
  

Understanding PR in Poland: Key insights

PR in Poland is rooted in traditional public relations tactics like press releases, media briefings and corporate events. However, there's also a growing emphasis on digital storytelling, content marketing and data-driven strategies.

What works in Polish PR:

• Localised messaging: Poles value cultural relevance. Tailor your message to local norms and current events.

• Relationship-based outreach: Polish journalists respond better to PR professionals who know their beat and build rapport over time.

• Bilingual communication: While English is widely spoken in business, sending materials in Polish improves acceptance rates.

• CSR storytelling: Corporate Social Responsibility is increasingly important in Polish PR campaigns.
  

Influencer marketing in Poland - a rising force

With over 30 million internet users, Poland has a thriving online community. Influencers, especially on platforms like Instagram, YouTube and TikTok, have become powerful voices in shaping consumer preferences.

Influencer marketing in Poland is booming because:

• Local influencers often have highly engaged audiences

• Brands can collaborate across niches like fashion, tech, gaming and wellness

• Micro-influencers offer targeted reach with high authenticity

• Influencer partnerships can enhance PR campaigns and social proof
  

Choosing the right influencers in Poland:

When planning your influencer marketing in Poland, focus on:

• Audience demographics (their age, region and language)

• Engagement rates (comments as well as likes matter more than followers)

• Platform preference (TikTok and YouTube dominate Gen Z, Instagram appeals to millennials)

• Content style (authenticity and creativity are more effective than polished ads)
  

Best practices for media outreach in Poland

To succeed with media relations in Poland, follow these tips:

• Build a local media list: include journalists from national and regional outlets.

• Customise your pitch: show how your story is relevant to the Polish audience.

• Offer exclusives! Polish media appreciates access to unique content, data or interviews.

• Follow up but be persistent and polite - Polish journalists value professionalism.
  

And finally, it's all about integrating PR and influencer marketing

Combining both, PR in Poland with a smart influencer marketing strategy can amplify your message and help you reach both media and consumers effectively. Whether launching a new product, entering the Polish market or building brand awareness, a localised and culturally aware approach is the key to success!