Focus Report: PR Insights from Poland

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The Flourishing Public Relations Industry in Poland

The PR sector in Poland is not just growing— it’s thriving and constantly evolving. This PR market in Poland is comprised of both international network agencies and homegrown firms powered by local capital. For over two decades, the Polish Public Relations Consultancies Association (ZFPR) has been advocating for Poland’s leading PR agencies and setting high standards for the industry.

A significant change in the market is the expanding scope of services offered by PR agencies. New firms have expanded their capabilities to include emerging fields such as ESG communication, data analytics and artificial intelligence. This growth of services is transforming PR agencies into sophisticated, all-encompassing service providers capable of addressing the multifaceted needs of modern businesses.

As the Polish market is growing, PR firms are embracing the opportunities and tackling the challenges agencies are facing including:

Ethical standards: upholding ethical standards is a top priority
Talent attraction: a prominent aspect of ZFPR’s efforts is its commitment to promoting the PR profession
Procurement practices: the goal is to eliminate improper procurement procedures and educate businesses on the strategic value of PR
Promoting excellence: creating the annual Golden Clip awards for outstanding PR work
Maintaining high standards and practices: developing programs including an international certificate from the London School of Public Relations
Client-agency alignment: uniting communication leaders on key industry issues

To find more information about the market in Poland, download 2024 Focus Report: PR in Central Europe. Find out more about Worldcom Partner, SAROTA PR, and how they can help you navigate the market in Poland.