PR in Poland 2


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PR in Poland 2

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