The fact about public relations in Poland

portal-informacyjny.com 5 months ago
Zdjęcie: Public relations w Polsce 2024


Information portal: manufacture magazine “Press” published the latest ranking of public relations agencies (in charge of social communication) “PR Check 2023,” in which they were classified in terms of gross and net profit for 2023.

What does public relations mean?

‘English word public relations (social communications) means part of an organisation, undertaking or entity's activities, consisting in shaping the image of an organisation, undertaking or entity in order to gain trust, acceptance and favour.’ – Explains to the Information Portal Julius Bolek – president of the Business Institute and public relations practitioners and lecturer. ‘The task of public communication is to get specified effects on the basis of real Information. Public relations is besides a tool to defy false information, gossip and unjustified criticism. Social communication is an interior communication addressed to the community within the organisation, creating the image of the entity, crisis management, communication audit, relations with the media, impact on public opinion, lobbying, organisation of occasional events, monitoring of media and opinions, sponsorship, cooperation in human capital management, implementation of business social work and the ESG.” – Counts Juliusz Bolek – president of the Business Institute and public relations practitioners and lecturer.

What does the public relations study "PR Check 2023" say?

The public relations study "PR Check 2023", drawn up by the manufacture magazine "Press", based on reports and expert opinions, shows that the manufacture has faced political events, peculiarly parliamentary elections which have had a strong impact on the market, despite the fact that leading companies providing social communications services, keep a marketplace position.

According to the press magazine, 2023 proved to be a time of large expectation. First for the result of the elections to the Sejm and the Senate, then for the establishment of a fresh government of the Republic of Poland, later for the announced, during the election campaign, statutory changes. The rulers announced staff exchanges and substantive nominations in Treasury companies, but these changes were not rushed. For many months, these frequently largest companies in Poland did not conduct fresh advertising campaigns or social communication. ‘Despite these turbulences, according to the ranking of the public relations agency "PR Check 2023, the manufacture has dealt with these challenges rather well, which can be claimed to be resistant to political processes in Poland, which should be assessed positively." – says Juliusz Bolek – president of the Business Institute and public relations practitioners and lecturer.

How He RisedPublic relations study „PR Check 2023”

The editorial of the magazine “Press” points out that 47 agencies participated in the public relations agency ranking “PR Check 2023” – the most in 19 years of research. Each associate of the survey was obliged to complete a survey in which, in addition to financial data (in 2022 and 2023 respectively), information about the offer of public relations agencies, the scope of services, employment or successes and prizes it received in 2023 was included. The publication of the Press magazine verified the data submitted in the National Court registry (KRS) and where this was not feasible (public relations agencies, for example, did not supply a set of information and/or did not submit financial statements to the National Court registry (KRS), the reliability of the data was based on statements of the Management Boards.

Data collected by the press magazine, in the public relations ranking “PR Check 2023,” show that due to the time of waiting for political decisions, and as a result, business activity in the area of public communications has been slowed down. The public relations marketplace for 2023 saw a smaller increase compared to 2022 (up to 33%), but it inactive manages reasonably decently. The full gross of 47 entities participating in the public relations agency ranking “PR Check 2023” amounted to 511.102.000 PLN, i.e. 7% more than in 2022 (476.136.000 PLN).

What public relations agencies are top ranking?

As far as net profit is concerned, the agency published Relations in 2023 on the podium found – despite a drop of 26 percent – MSL Group (a company of Lion Communications) with a profit of PLN 2.800,000. Second place was the agency Burson (formerly Hill & Knowlton, PLN 1.655.000), and to the 3rd advanced AM Art-Media PR Agency, which recorded a profit increase of 420 percent (from PLN 288,000 in 2022 to PLN 1.501.000 in 2023).

What were the revenues of the public relations agency?

In terms of revenue, according to the public relations agency ranking “PR Check 2023,” one more time the agency took the first place on the podium The Partners (formerly Partner of Promotion) with gross of PLN 57.151.000. besides the another places at the top of the ranking have not changed. With revenues of PLN 47.300.000 and growth dynamics of 8 percent, second place MSL Group (Lion Communications) and 3rd K+PR with the consequence of PLN 34.100.000. The leader of the increase in gross (up to 167 percent) was the agency Personal PRAnd right behind her Publicis Consultants (an increase of 61 percent). Over 50% of growth has been achieved by 3 more agencies: OneMulti (58%), Kava (57%) and Compass PR (56%), while the decrease was 12 (between 1 and 40%).

Does Iwona Michalczak think that moving from SCR to ESG is simply a revolution?

The manufacture magazine “Press” has asked experts to comment on the condition of the public relations industry. Ivana Michalczyk – The CEO of the Garden of WordsGroup, stated that the fresh elect is the challenges arising from the request for companies to study to the ESC. In her opinion, the transition from corporate social work (CSR) to ESG is simply a revolution. ‘ESG is simply a transformation that includes a holistic approach to doing business. Transition from Corporate social work to the ESG means both focusing on social work and on comprehensive environmental, social and corporate governance. In this way, there is simply a comprehensive impact survey of all areas of activity, and the communication aspect may be a narrow throat.’ – He respects Iwona Michalczyk – CEO of Garden of WordsGroup.

Useful Quality Certificate of the Business Institute

How does Ignacy Krasicki measure the situation in the public relations industry?

Ignacy Krasicki – the president of Art-Media PR Agency, which was in the first 10 leading companies of the social communications manufacture about keeping a unchangeable position in the ranking for years, undertook to measure the overall marketplace situation of the public relations industry. ‘After any stagnation in the marketplace for social communications services in the first 3 quarters of 2024, recovery is noticeable. This is due in my opinion to respective factors. Firstly, the growth prospects for Poland were adjusted upwards. Secondly, the political and economical situation of both interior and to any degree external has become clear. The fresh Council of Ministers of the Republic of Poland has ruled almost a year, changes have been made in public institutions and companies controlled by the Treasury. The elections in the United States of America – crucial for Europe as a full – are over and trends can be forecasted. The little unknown, the greater the decision-making of business.’ – Summary by Ignacy Krasicki – president of Art-Media PR Agency.

How does Zofia Bugajna-Kasdepke see the situation in the social communications market?

The marketplace situation is driven by the circumstantial characteristics of individual agencies.

Zofia Bugajna-Kasdepke – president of SEC Newgate CEE believes that 2023 was hard for the public relations market. ‘SEC Newgate CEE specializes in public corporate relations and lobbying. As a result, the company I am managing felt that many projects were frozen this year.’

What does Paul Trochimiuk think about the situation in corporate communication?

Paweł Trochimiuk – the president and owner of The Partners agency, says that although in corporate communication there was no request to deal with major shocks in the industry, it was crucial for his agency to change political power in Poland. ‘I feel a sense of waiting for the exchange and a minute erstwhile the leaders will yet be able to make decisions.’ Paweł Trochimiuk – president and owner of The Partners Paweł Trochimiuk – president and owner of The Partners admits that budgets have decreased and sometimes they are not even there. ‘Some budgets should have been launched long ago, and they inactive request to be waited for..” – says Paweł Trochimiuk – the president and owner of The Partners in statements to the manufacture magazine “Press”.

https://azir.edu.pl/exhibition/in-pr-necessary-interest-the-second-man

Does Emilia Hahn think that PR operates a unchangeable business environment?

In turn, “Press” in the article “Back to Normality” Casper Peresada She cites Emilia Hahn's opinions – the president of the PR agency Hub, who believes that the public relations manufacture has had its first minute in years erstwhile it operated in a comparatively safe business environment. ‘In 2024, any stableness and return to more predictable marketplace conditions could be observed..” – says Emilia Hahn – president of the Hub PR agency. At the same time, it emphasizes that it is inactive hard to talk about the normalization of the situation, as the pandemic of the SARS-CoV-2 coronavirus and the ongoing Russian-Ukrainian war importantly affected the economy, both in Poland and in the world. The long-term effects of these events find client priorities and expectations.

Does public relations usage artificial intelligence (AI)?

Experts, in their comments on the condition of the public relations industry, gave the editorial of the manufacture magazine “Press” besides assessed the usage of artificial intelligence (AI). ‘Like any fresh technology, AI rapidly generated large interest and hope, but its real impact is to improve existing processes alternatively than to transform them completely‘’– Regards Emilia Hahn – president of the Hub PR agency. Paweł Kozłowski of Aldgate cites investigation by the advisory company Bain& Company, which shows that the usage of AI tools reduces the time needed to make marketing and sales content by up to 30-50 percent.

In turn, Zofia Bugajna-Kasdepke pointed out that "the content presently generated by ChatGPT is stacked. There's no creativity, no grinding, no flash. SEC Newgate CEE invests in AI tools that are liable for graphics, copywriting, or the aforementioned data analysis. Sometimes we show what ChatGPT has come up with and explain that as an agency we request to make communication that the client will know is worth paying us.” – indicated Zofia Bugajna-Kasdepke – president of SEC Newgate CEE

What prospects for the marketplace are forecasted by Ignacy Krasicki?

Ignacy Krasicki – the president of Art-Media PR Agency sees a positive, crucial origin that can affect the full market: "I think that the six-month presidency of the Republic of Poland, in the European Union, which began on 1 January 2025 and will last until 30 June, will be an additional impetus for many industries. Fulfilling this fact gives a chance for Polish demands to be clearly heard at the level of the Community's bureaucracy, and possibly besides yet understood." – Expresses hope Ignacy Krasicki – president of Art-Media PR Agency.

Thank you for reading the text to the end. We invitation you to read another publications on the page portal-information.com

Information portal /KAM/ 15 January 2025 Source: Information Agency

Read Entire Article