The best PR strategies for AI startups entering the Polish market
- Karolina Kroliczek
- Apr 7
- 4 min read
Entering a new market can be both exciting and challenging for AI startups. Crafting an effective public relations strategy is one of the most vital components for success. When entering the Polish market, it is crucial to tailor your PR efforts to align with the local culture, business practices and consumer behavior. Here are several effective PR strategies that AI startups should consider to make a lasting impact in Poland:
Understand the Polish market landscape
Before implementing any PR strategies, it's essential to gain a comprehensive understanding of the Polish market landscape. Poland has a vibrant tech ecosystem, with the IT sector growing by approximately 7% annually. This growth is complemented by a significant emphasis on AI, with investments in AI startups that have already reached more than €132 million for that market.
Researching local competitors, potential partners and current industry trends will offer insights into what works and what doesn't in Poland. Keep an eye on regulatory aspects related to AI applications, as these can influence public perception and stakeholder engagement.
Build relationships with local media
Establishing strong connections with local media outlets is key for any startup's PR efforts. Poland boasts a diverse media landscape that includes online publications, technology blogs and industry journals.
You can start by identifying journalists and editors who specifically cover technology and AI. Personalised pitches and well-crafted press releases that highlight how your product meets local market needs can effectively capture their attention. For example, prominent Polish tech outlets, such as Spider's Web and Antyweb, often feature innovative tech gadgets and AI solutions - offering them exclusive interviews can provide additional exposure.
Leverage local events and conferences
Engaging in local events and conferences can serve as a prime PR opportunity. Poland hosts numerous technology events, like the InfoShare conference in Gdańsk, which usually attracts more than 6,000 participants every single year. These events present an excellent chance for startups to network, share their ideas and further gain visibility.
By sponsoring or speaking at relevant conferences, AI startups can establish themselves as leaders in the industry. For instance, a showcasing project that illustrates a real-world AI application solving a Polish business problem can draw significant interest, both from audience, as well as from local investors.
Collaborate with local influencers
Influencer marketing can be effective for AI startups, just as it is for fashion and lifestyle brands. By partnering with local tech influencers, AI businesses can effectively promote their brand to wider audiences. Their endorsement can lend credibility and increase visibility within the Polish market.
When selecting influencers, look for those whose values match your brand and who resonate with your target audience. A partnership with a well-known tech reviewer, for example, can increase trust and engagement, positioning your startup as a valuable company within the AI sector.
Tailor your messaging to Polish culture
Cultural sensitivity is important when communicating with any new audience. The Polish market has its own unique nuances and you need to ensure that your overall messaging is culturally appropriate.
Rather than just translating your message, concentrate on localising it to incorporate Polish idioms, preferences, and societal values that affect consumer behavior. A message that respects Polish traditions while communicating your startup's values will increase receptiveness among local consumers. Ensure that your marketing and content materials are localised to sound natural and have been checked by native Polish speakers.
Focus on thought leadership content
Producing and sharing thought leadership content can position your startup as a trusted authority in the AI industry. Publishing blog posts, whitepapers or case studies that discuss relevant topics will help establish credibility and draw attention.
Incorporate data and insights relevant to Poland, such as market statistics or case studies from local businesses. This type of content not only aids your PR strategy but also supports your local SEO efforts, increasing your visibility online.
Establish a crisis management plan
In any market, a crisis management plan is essential. Preparing for potential challenges specific to the Polish market is crucial.
Possible issues may include negative press or data privacy concerns related to AI applications. Crafting a proactive crisis management strategy can help your startup effectively navigate adverse situations while demonstrating resilience and professionalism.
Monitor your efforts and adapt your comms strategy on the way
Consistently monitoring your PR efforts is crucial for achieving long-term success. Utilize analytics and feedback to determine which strategies are working and which might need adjustments.
Continuous evaluation not only enhances your messaging but also enables timely responses to the changing needs of the Polish market. Adapting your PR strategies based on real-time insights will help maintain your AI startup's relevance and visibility. There are many unspoken gaps and uncertainties surrounding AI regulations that will likely be addressed over time and the ability to fill these gaps and adapt communication strategies is vital for the AI industry.
Successfully entering the Polish market as an AI startup requires a thoughtful approach to public relations. By understanding the local landscape, building relationships with media, engaging influencers and tailoring your messaging, you can create a strong presence in this dynamic market.
As the AI sector evolves, continually adapting your PR strategies in response to new insights and challenges is essential. With the right approach, your AI startup can establish itself successfully in Poland and thrive in this already competitive sector. Contact us today to see how we can help your AI company in Poland!
