How to choose a PR partner who actually understands the Polish market

You're entering Poland. You need a PR agency. And you're probably thinking: "how different can it be from Germany or UK?"

Very different. And most international brands realize this too late - after they've already hired the wrong partner.

The problem isn't that bad PR agencies exist. The problem is that you don't know what to look for when hiring someone who gets Poland.

What actually matters when choosing a PR partner for Poland

1. They've done this before - with brands like yours.

Not just "we've worked in Poland." Ask specifically:

• What international beauty/FMCG/tech brands have they launched here?

• What were the results? (Not vanity metrics - actual business impact)

• What went wrong, and how did they fix it?

  
  

If they can't answer with specifics, they're guessing.

2. They know which journalists actually matter

There's a difference between "having media contacts" and "having the right media contacts."

Ask: Which publications does your target audience actually read? Which editors make decisions in your category?

A good PR partner will tell you exactly which outlets matter for your brand - and why.

Not a generic list of "top media in Poland".

3. They understand influencer selection beyond follower count

This is where most agencies fail. They pick influencers based on reach and aesthetic fit.

A good partner asks: Does this influencer's audience actually buy? Have they done partnerships before? If yes, which brands - and did her followers react positively or negatively?

This knowledge comes from working in the market, not from analytics tools.

4. They adapt your strategy, not just translate it

Your global campaign won't work in Poland. Not because it's bad - because it's not built for how Polish consumers think.

A good partner doesn't translate your press release. They rebuild it. Same brand promise, different hook, different proof points, different media strategy.

Ask them: "how would you adapt our messaging for Poland?" If they say "we'll translate it and adjust tone", that's not enough.

5. They're honest about what won't work

The best partners will tell you when your global strategy has problems. When your timeline is unrealistic. When your budget won't cover what you need.

If an agency says "yes" to everything, they're not a partner - they're a vendor.

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Red flags to watch for

• "We'll execute your strategy" - not "we'll advise you on your strategy." Execution-only agencies don't add value.

• Generic case studies - "we launched a beauty brand and got great results." Which brand? What were the actual numbers? If they won't say, they're hiding something.

• No local team - if your PR partner doesn't have people actually based in Poland, they're coordinating from distance. That doesn't work.

• Slow communication - if it takes them days to respond to emails during onboarding, imagine what it'll be like during a crisis.

• Unclear pricing - if they won't tell you what things cost upfront, you'll get surprised invoices later.

  
  

What to ask in your first results

1. "Tell me about an international brand you've launched in Poland. What was the biggest challenge, and how did you solve it?"

2. "Which media outlets would you pitch for [your category]? Why those specifically?"

3. "How would you position our brand differently in Poland than in your current market?"

4. "What's your process for selecting influencers? Walk me through a recent example."

5. "What would you advise us NOT to do when entering Poland?"

   
   

Listen to how they answer. Are they specific or generic? Do they ask questions back, or just pitch?

Why this matters for your launch

Choosing the wrong PR partner costs you time, budget, and brand perception. You don't get a second chance at a market entry.

The right partner accelerates your launch, helps you avoid costly mistakes, and positions your brand for long-term growth.

The wrong partner wastes your budget on campaigns that don't resonate, damages your reputation before you've even established it, and leaves you scrambling to fix things six months in.