Corporate PR in Poland

Activity of PR agencies on Polish market

Prepared by:

Dorota Chaberko

Monika Winiarsaka

Situation Before 1990

Soviet political system – lack of need for PR service.

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

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 transformationBut 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.

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.

2006

0%

10%

20%

30%

40%

50%

60%

70%

companies

willing to increaseoutsource

declare decrease ofoutsource

without changes

Researches from 2006 show that Polishcompanies will more often use services offeredby PR agencies. To charge somebody with thisresponsibility make the result more effective. Thecompany 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

Polishmarket

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.

• The PR agency has to take care about its image

PR specializations:Services

CorporateFinancialProductsInteriorExterior

Crisis managementLive 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

• 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

• Consolidation

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

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

About fatal results of press conference

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.

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?

• 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

• He sees on TV his leader which says