Short overview of Public Relations industry in Poland

1. PR and social media industry in Poland
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2. Industry Associations
Polish Association The Association
of Public Relations of Public Relations Firms
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3. PR firms market structure
1 Members of international
networks
2 Agencies of Polish ownership
structure
3 Micro-agencies
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4. Geographical market share
Warsaw, the capital city
and the biggest PR
industry market in Poland
Wroclaw is the second
biggest market for public
relations in Poland
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5. The Biggest PR Firms in Poland
The Annual Report
on the income of
Polish PR firms
The report is annually published by
the biggest Polish magazine on
media and PR industry – „Press”.
The chart presents findings of the
latest report – published in
November 2010: the agencies that
had the highest income in 2009
(in Polish zloty, 1 USD = 2,80 PLN)
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6. The engines of Polish PR industry
Public investments and the funds of European Union were among the
most important factors that helped Polish PR industry to thrive through
an economic downturn.
Combined revenue of 36 ranked PR firms was estimated for
175,8 milions of Polish zlotys
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7. Employment in Polish PR firms
full-time part-time total employed
Employees employees in 2010
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8. Main events of PR industry
Wroclaw, 14-15 April 2011
Congress of Public Relations
Professionals
The most important encounter of Polish
PR professionals and the biggest
industry conference.
Apart from various dicussions and
debates (both academic and those
practic – related), itʼs the best
opportuninty for PR firms to summarize
achievements of the past year.
Whatʼs more, this prestigious event is the
best possible opportunity for networking.
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9. Trends of 2010/2011
Facebook and integrated
communication
There are few important PR trends that emerged in Poland a little
later in comparison with US. First and foremost – itʼs the Facebook
boom. Many PR agencies have created social media divisions and
started to offer Facebook- related services. Thus PR firms have
become more interactive.
Facebook and social media are now integral part of
communication strategies. However, social media are still rather
novelty and thatʼs why the biggest budget share is dedicated to
traditional media campaigns.
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10. Social media in Poland
Polish social media
and web landscape
More than 50% of Poles are internet users
37% of Poles creates their own content
on the Internet
The most popular site in Polish internet is Google.pl.
It is used by 88% Polish internet users
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11. Social media in Poland
Polish inventions
Until recently instead of embracing social media services created
abroad, Poles have made their own versions of such.
The most successful is nk.pl (former Nasza-klasa.pl) which was
inspired by Cassmates.com. After forceful expansion of Facebook
in Poland, nk.pl has changed a little their profile and has introduced
features well known from Facebook, such as news feed,
notifications and social games.
However Facebook is gradually gaining more and more users in
Poland, nk.pl is still the largest social network in the country
estimated for about 12,3 millions of users.
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12. Social media in Poland
foreign prototype polish equivalent
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13. Social media in Poland - differences
More personal relations on Facebook - Poles donʼt regard it
as a tool for career-related networking
In social media marketing the quantity is the king - marketers
just have started to see quality and as a success indicator
Less special deals and coupons
for Facebook fans or followers
Poles donʼt use geo-location services for a large scale
(and companies are afraid to risk)
More professional relations between brand and customer
(not very familiar), but less developped customer service
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14. Social media in Poland - we are in!
Polish social media environment keeps up to date with all the
global novelties and innovations. Whatʼs more - Poles are eager to
participate in social media global initiatives.
The best example is the Social Media Day Poland - Polish
celebrations of Social Media Day pronounced by Mashable.com
Every year the 30 June is celebrated in Wroclaw by the conference
on social media and the revolution they have introduced. This year
it was one of the biggest social media conferences in Poland in
which participated the best Polish bloggers and editors in chief of
the most prominent Polish newspapers and magazines.
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