Top 5 PR trends in Poland for 2026 and the Polish PR market
- Nov 25, 2025
- 2 min read
As we move toward 2026, the Polish PR market is transforming faster than ever. Brands entering or scaling in Poland are demanding smarter strategies, faster execution and more credible communication. At PR Insight, we analyse trends shaping the future of communication - and here are the top 5 PR trends reshaping Poland in 2026.
1. AI-powered PR will become standard PR and the Polish PR market will explore!
AI is no longer an experiment - it’s now essential in Polish communications. In 2026, agencies and brands will increasingly rely on AI-driven PR tools to:
detect media sentiment
capture reputation & risks
draft content at scale
optimise their PR outreach
analyse campaign performance
Teams that integrate AI can deliver quicker, data-driven insights. At our agency, we can already see rising demand for AI research as well as market analysis across Poland.
➡️ Learn more about our PR services: Market insights & PR strategy
2. Freelance & flexible PR models will outperform traditional agencies
Polish companies are moving away from large, fixed PR teams - and toward flexible consultant-led support, often blending multiple specialists.
Why Polish brands prefer this model:
faster project delivery
reduced overhead costs
niche expertise available on-demand
access to senior consultants
This shift makes the Polish PR ecosystem more dynamic, competitive and efficient.
➡️ Explore our Flexible PR support for international brands
3. LinkedIn becomes Poland’s most influential platform
LinkedIn is now the primary communication channel for:
thought leadership
executive branding and
expert commentary
Polish decision-makers actively follow CEOs, founders and specialists - and a professional video content is further accelerating this trend! Brands that invest in Polish-language CEO and leadership profiles build credibility significantly faster.
4. ESG & purpose-led communication is now a market expectation
Polish audiences - especially media, investors and Gen Z consumers - demand authentic ESG and CSR communication.
In 2026, brands entering Poland must demonstrate:
measurable sustainability goals
impact-driven CSR practices
transparent reporting
clear values and purpose
Greenwashing will be spotted quickly and companies must show real commitments backed by data, not marketing claims.
5. Digital-first storytelling and digital PR trends will shape consumer trust
Short-form video, influencers and mobile-first content will dominate Polish communication strategies in 2026.
Key elements of digital PR growth:
TikTok & reels for brand narratives
micro-influencer partnerships
multimedia press releases
strong video content thus video storytelling
Poles respond to fast, authentic, human content—especially when it's created by trusted creators.
➡️ Explore our Digital PR & influencer marketing in Poland
PR in Poland 2026 will be smarter, faster & more values-driven
To succeed in the rapidly evolving Polish PR market, brands need:
✔ AI-supported decision-making
✔ Agile PR support
✔ Strong executive visibility
✔ Honest ESG communication
✔ Digital-first storytelling and LinkedIn PR strategy
Companies that invest early in these areas will gain a clear competitive advantage.
If you’d like a tailored PR analysis for the Polish market, we can help - from Polish market research to positioning, SEO content strategy and executive communication.
