PR in Poland 2
Upcoming SlideShare
Loading in...5

Like this? Share it with your network


PR in Poland 2






Total Views
Views on SlideShare
Embed Views



1 Embed 2 2



Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
Post Comment
Edit your comment

PR in Poland 2 Presentation Transcript

  • 1. Corporate PR in Poland Activity of PR agencies on Polish market Prepared by: Dorota Chaberko Monika Winiarsaka
  • 2. Situation Before 1990
    • Soviet political system – lack of need for PR service.
  • 3. Situation After 1990
    • Capitalist market- variety of products- classical competition is not enough
    • PR as a new product appear few years after transformation
    • But till 2005/2004 it is still not well known branch on a Polish market
  • 4. Why?
    • Lack of education in this direction so it didn’t appear just right away after
    • Transformation
    • How people perceived PR in the past?
    • Is the situation changed?
    • Fashion on PR
    • Capitalist market- variety of products- classical competition is not enough
    • PR as a new product appear few years after transformation
    • But till 2005/2004 it is still not well known branch on a Polish market
  • 5.
    • Stability on the market
    • PR as a new and dynamic branch on the market
    • More and more companies use PR services.
    • Facts
    • - 40% of companies which in years 2005/2006 was not cooperating with PR
    • Agencies of individual advisor started such kind of cooperation in 2007
    • In 2007 the average budget for PR expense within the group of interviewed companies was about 13% higher than in 2006.
    • - 30% of interviewed companies is willing to increase the impact of outsource in order to improve the quality of the company whereas only 8% interviewed companies want to reduce this impact.
  • 6. 2006
  • 7.
    • Researches from 2006 show that Polish
    • companies will more often use services offered
    • by PR agencies. To charge somebody with this
    • responsibility make the result more effective. The
    • company can focus better on it’s basic activities.
    • Big need for a new workers = education=
    • Development of PR as University subject (examples)
  • 8.
    • Trainings for future PR managers
    • forecast good situation for PR on Polish
    • market
    • Foreign Investors -why yes and why not?
    • Cooperation with foreign PR agencies.
  • 9. Levels in Polish PR activity level A – The biggest PR agencies/ several or dozen employee level B- middle PR agencies- few employee level 3- small PR agencies- employing students Individual advisors
  • 10. New Polish Association
    • In 1995 was created Polish PR Association
    • -there is 300 companies associated which have 2/3 share on the PR market.
  • 11. Examples of PR agencies in Poland Business Media Communication NBS Public Relations Partner of Promotion Mmd
  • 12. Growth of interest about PR from companies side Why?
    • To big populatity of traditional advertisement – the companies are trying to divertise their communication techniques
    • Higher and higher competition on the market made them to use controwersial ways
    • Companies have more budget on this services
    • New international companies propagate new communication tendencies.
  • 13.
    • New tendency appears – companies have responsability to communicate with society and integration with surroundings
    • New market subjects are developing – bigger competition – need to be recognizable on the market
    • Development of industry market where clients are companies – need to take care about good geputation
    • Growth of PR services – companies start to realize that they need it
    • Growth of company’s interests in some political decisions – they will need services like sponsoring or lobbying what is part of PR
  • 14.
    • PR agencies realize that they cannot lie
    • At the beginning of 2000 appeared first refusals that PR won’t serve companies which are not reliable
    OUR PROBLEM ? Polish companies are nod good enough clients for PR agencies. Lack of glorious niews to be announced
  • 15.
    • Many agencies are mature to this level that they don’t have to acept all work proposition.
    • Is not impotrant if client is rich or not but if he fits to company’s strategy development.
    • The PR agency has to take care about its image
  • 16. PR specializations: Services Corporate Financial Products Interior Exterior Crisis management Live style
    • Traditional media relations associated with PR are loosing their importance
    • PR agencies during last years started evolve – new specializations
    Nowadays some agencies offes full-service – they focus only on this field on which they are the best
  • 17.
    • Specialization needs creativity:
    • New service on the market – VIP PR
    • Company’s brand depend on her bos
  • 18.
    • Full-service needs several specializations
    • Necessary is huge amount of educated and experienced employees
    • Agencies earn less now because of rising of salaries for employees
  • 19.
    • New tendency – NewConnect
    • Liberty Group and Com Press
    • Consolidation
    • bigger scale into 5 – 10 years
  • 20. Digital PR – new agency in Poland Company which comminicate by using electronic media . Service of creating and supporting company’s reputation in internet by contacts with opinion liders in network Plans: Company wants to introduce new communication projects using community portals and creating blogs around brands
  • 21. Conclusions
    • Activity of PR on Polish market characterize small maturiturity.
    • Small number of companies which want to use PR as a communication tool
    • Half of Polish companies use none of PR forms
    • Temporary character of PR
    • Many companies doesn’t plan their activity and they are not engaged in scientific researches
    • Companies doesn’t notice importance of creating image before action and as consequences as competitive advantage
  • 22. About fatal results of press conference
  • 23. Classic version
    • An ant was working by the sweat of one's brow all hot summer. She built home and colected suplies on winter.
    • „ Stupid ant” was thinking hopper, which was dancing and playing all day.
    • When winter came, ant shelter oneself at home and she enjoyed food
    • Hopper died from starvation and cold.
  • 24. Nowadays version
    • He calls together press conference on which he asks public quetion – why on the world there are ants with full larder and own home when the others has to suffer starvation
    • The most important television chanels show pictures of freezed hopper and sitting next to the fireplace ant.
    • Spokeman of all hoppers takes part in the main edition of News
    What hopper is doing?
  • 25.
    • Fraction of young hoppers organize demonstration in front of ant home with slogan „Everybody wants to live”
    • Asociattion „Live and industry” publish on wep page article
    • President with his wife speach in front of nation
    • Editor in radio ask „How is possible that ant achieved so high status” - proposal
  • 26.
    • Next day Parliament enact a low that all ants have to donate extra supplies to General Granary of country
    • 20 years later hopper is eating leftovers of ant supplies
    • He sees on TV his leader which says