Key challenges for Polish companies when entering the British market and Polish PR in the UK

Expanding into the UK is an exciting step for any Polish company. The British market offers huge opportunities - it's large, influential and culturally diverse. However, with opportunity comes challenge, it can be make or break! In this short blog post, we will advise you on Polish PR in the UK and how to gently enter the British marke!

The food market stalls with groceries in Cambridge, Cambridgeshire

Here’s a closer look at the main PR challenges a Polish company should expect when entering the British market, let's dive in!

Challenge 1: Cultural and communication differences. How to handle Polish PR in the UK?

Although Poland and the UK are both European countries, the communication styles differ significantly. British communication tends to be very indirect and understated, heavily relying on politeness and subtlety. A direct, fact-based style common in Polish business culture may come across as blunt or even aggressive in the UK.

Solution: invest in PR firm or PR consultant that is familiar with British communication norms. Content should balance professionalism with an approachable, often slightly self-deprecating tone that resonates with British audiences.

Challenge 2: Building brand trust from scratch

In Poland, your company might be a household name. In the UK, you're starting from zero. British consumers and media are often skeptical of "newcomers" and will expect clear evidence of your credibility.

Solution: focus early PR efforts on building trust through case studies, testimonials, partnerships with respected UK brands and getting industry certifications that are recognised locally.

Challenge 3: Navigating a highly competitive media landscape

The UK media landscape is saturated and highly segmented, from broadsheet newspapers like The Times and The Guardian to niche online platforms and regional outlets. Getting meaningful media coverage is extremely competitive.

Solution: Tailor your PR pitches very carefully. Generic press releases won’t cut it. Build relationships with journos, offer exclusive insights or compelling stories (such as for example your brand's innovation, sustainability or the local community impact). Challenge 4: Understanding local sensitivities

Britain is a politically and socially sensitive environment. Companies must be cautious about issues like Brexit implications, religion, diversity and inclusion, environmental responsibility / impact and even sports loyalties, depending on the region.

Solution: Ensure PR messaging is culturally sensitive and socially aware. Avoid topics that could be seen as controversial without a clear, careful strategy.

Challenge 5: Managing accent

Even though English proficiency is high among Polish professionals, accents, slight mistranslations or non-native phrasing can sometimes unintentionally distance or confuse the British audience as well as journalists.

Solution: Work only with PR agencies that are hiring a nearly native or native English speaking Polish PR consultants.

Challenge 6: Dealing With Brexit aftershocks

The Brexit still affects the UK market and the market entry for many abroad companies.

Although Brexit happened years ago, its effects on business relationships and public sentiment still linger. There can be latent protectionism or simply heightened scrutiny toward foreign companies.

Solution: Emphasise the value your company brings to the UK economy - such as job creation, investment or partnership with local businesses. Position yourself as an ally, not a threat.

Entering the British market through strong, thoughtful PR is both an art and a science. For Polish companies, success will come from blending global ambition with local sensitivity. Even better if their journey is supported by the Polish PR Agency in the UK, like us, PR Insight. By respecting British communication styles, investing in credibility and taking the time to build genuine relationships, Polish businesses in the UK can thrive - and even lead - on the UK stage.

PR isn’t just about visibility - it’s about cultural belonging too. Contact us today to see how we can help your business expand into the UK!