UK vs Poland: how founders should adapt their PR strategy?

Expanding your brand into the UK or Poland? Many founders often make the same mistake: they assume one PR approach fits all markets. The truth is, media in the UK and Poland are very different. UK journalists favour concise, data-backed stories, while Polish journalists responds to narrative-driven content and cultural context.

In this brief blog post, we’ll break down the UK vs Poland media, show how to adapt your PR strategy and offer actionable advices for founders entering new markets.

UK media landscape: data-driven and fast-paced

The UK media is highly competitive, fast-moving and metrics-focused.

• Journalists prefer concise, fact-driven stories.

• Headlines must grab attention quickly, readers skim content.

• Regional and national outlets have high standards for verification.
  

Founder tips:

1. Provide press releases with clear data, charts or metrics.

2. Highlight impact and results, not just company news.

3. Build relationships with journalists through concise, personalised outreach.
   

Poland media landscape: storytelling and context matter

Polish media often values narrative, context and relationship-building more than pure data.

• Journalists prefer stories with cultural or human interest angles.

• Relationships with journalists and PR agencies are highly valued, sometimes more than formal press releases.
  

Founder tips:

1. Translate and adapt content culturally, don’t just translate word-for-word.

2. Emphasise storytelling and founder insight.

3. Partner with local PR experts to navigate nuances.

UK vs Poland PR strategy & cross-border PR: why one size doesn’t fit all

For founders entering multiple markets, a uniform PR strategy rarely works. Here’s why: you often need to develop market-specific messaging for each country, provide separate local market insights and adapt story angles to each audience.

Advices for cross-border PR:

• Develop market-specific messaging for each country.

• Ensure content is bilingual and culturally relevant.

• Use local media contacts and PR agencies to maximise coverage.

• Measure KPIs separately: coverage, leads, and engagement may differ per market.

Digital PR and SEO Match

Both markets are increasingly digital-first, meaning online coverage and SEO- content is a must:

• Include backlinks in press releases and content to boost search visibility.

• Optimise content for market-specific keywords

• Track engagement metrics to refine messaging and campaigns per market.

Practical steps for founders entering the UK & Poland

• Identify top publications and journalists in both markets.

• Use data-driven campaigns for the UK, storytelling for Poland.

• Measure online results - track coverage, backlinks, social engagement and leads.

• If your PR strategy doesn't work - don't be afraid of adjusting messaging to capture the right audience.

Understanding media differences between the UK and Poland is not optional for founders entering new markets. Adapting your PR strategy to each country ensures better media coverage, increased visibility and faster credibility.

At PR Insight, we specialise in cross-border PR, digital PR and founder-led communications - all between the UK and Poland.

Planning your market entry into the UK or Poland? Book a strategy call with us today