Lack of education in this direction so it didn’t appear just right away after
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
Stability on the market
PR as a new and dynamic branch on the market
More and more companies use PR services.
- 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.
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)
Trainings for future PR managers
IPO.pl forecast good situation for PR on Polish
Foreign Investors -why yes and why not?
Cooperation with foreign PR agencies.
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
New Polish Association
In 1995 was created Polish PR Association
-there is 300 companies associated which have 2/3 share on the PR market.
Examples of PR agencies in Poland Business Media Communication NBS Public Relations Partner of Promotion Mmd
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.
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
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
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.
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
Specialization needs creativity:
New service on the market – VIP PR
Company’s brand depend on her bos
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
New tendency – NewConnect
Liberty Group and Com Press
bigger scale into 5 – 10 years
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
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
About fatal results of press conference
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.
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?
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
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