The difference between Polish and British journalists and why it matters for digital PR campaign?

The famous Shard building overlooking the evening sunset.

At PR Insight, a boutique digital PR agency based in London, we specialise in helping British and European brands gain visibility in both the UK and Polish markets. One key insight we share with clients is this: Polish journalists and British journalists don’t work the same way!

Let’s break down these key differences and how they affect your media outreach.

Polish journalists: data-driven, detail-oriented and direct

Depth over drama

Polish journalists, especially in sectors like tech, finance, or business, expect pitches that are data-rich, well-structured, and clearly relevant to their beat. They appreciate precision over buzzwords. This means that your press releases should be packed with facts and statistics that support your story.

Relationship building takes time

Journalists in Poland often value long-term, trusted relationships with PR professionals. Cold outreach can work, but only if the message is tailored, relevant, and respectful of their time. Building rapport is essential. Consider reaching out to journalists with personalised messages that show you understand their work.

They want local relevance

Even if your brand is big in the UK, you’ll need to localise your press angle for Polish outlets. Highlight what your expansion, product, or insight means for the Polish audience. This could involve showcasing local case studies or statistics that resonate with them.

British journalists: story-led, speed-driven and headline-savvy

They love strong narrative

A solid UK pitch often starts with a hook: an unexpected insight, a bold claim, or a quirky angle. British journalists look for stories that are timely, relevant, and headline-friendly. Crafting a compelling narrative is crucial for capturing their attention.

Fast and focused

With tight deadlines and overflowing inboxes, UK journalists expect short, sharp emails that get to the point in 2–3 sentences. Avoid attachments unless requested, and steer clear of jargon. Clarity is key in your communication.

They’re open to trend-jacking

British media moves fast, and British journalists are often open to expert commentary or data that adds value to breaking news or trending stories. If you can provide insights that tie into current events, you’ll increase your chances of getting noticed.

Why this matters: localisation is everything in digital PR

If you’re running a pan-European campaign, using the same press release for Poland and the UK is a recipe for silence. The tone, structure, and media outreach style must adapt to each country’s media landscape.

Tailored strategies for success

As a digital PR agency working across borders, we help clients:

• Craft bilingual press releases with market-specific angles

• Build media lists tailored to Polish and British journalists

• Secure coverage in top-tier outlets in both markets

• Navigate the cultural nuances that shape PR success

  
  

One story & two strategies

Your brand might have one vision, but in PR, it needs two voices. Understanding the difference between Polish and British journalists is the first step to getting noticed, trusted, and covered in both markets.

If you’re exploring digital PR in Poland or want help localising your UK campaign, let’s talk. At PR Insight, we specialise in cross-border visibility that speaks to both cultures.

Launching your brand across borders requires a nuanced approach. Understanding the media landscape in both Poland and the UK is essential for effective communication. By tailoring your strategies, you can ensure that your message resonates with the right audience.

Get in touch for more insights on international PR and media relations!