Promoting a food product in Poland can seem overwhelming, especially for a foreign brand. Poles are a specific target, and an effective brand communication strategy with the media is crucial. How can we reach industry media in Poland and cooperate with journalists to increase brand success?
Which media to choose to promote food in Poland?
The Polish media market is highly diverse. How to choose the right media to increase our brand’s chances of reaching consumers?
Media segmentation
The first step for PR in the food sector in Poland is to segment the media you want to contact. It is nothing new that building relationships with journalists who are interested in our product is beneficial. Thus, the most important media for promoting the brand should be food media. They are crucial in building long-term relationships.
However, reaching industry media in Poland is not enough. Let’s face it – most of your customers do not even know those media exist. The food industry is so vast that anyone can be your customer. Therefore, it is essential to have a media database that includes contact with journalists from the general media. Remember that local service journalists and industry magazine editors need different information.
Media used by your customers
Be well-oriented in the market. Observe what and who your customers read, watch, follow, and listen to. Build your brand image by carefully selecting websites, magazines, or TV programs in which your brand appears. For example, if you sell yoghurts, it is worth expanding the media database with contacts from women’s magazines. This allows you to build brand awareness and long-term consumer trust.
Food PR in Poland: how to reach journalists?
Congratulations, you already have a contact list. What’s next? How to initiate contact with journalists in Poland?
Contact people, not media titles.
Find direct contact with journalists. Make sure that the person is appropriate for the topic you are addressing. Check whether they still work for the department they previously worked for.
Make a connection
Make a call to be sure that the journalist is interested in receiving such materials. When sending the first email, it is worth referring to your previous conversation.
Planned contact
Never bombard a journalist with multiple emails requesting your publication. Constant follow-up and asking when your material will be published is an equally bad habit you should give up.
Press releases and information
Before sending a press release, check the following list and ask yourself:
Is the release suitable for this type of medium?
Is the release accompanied by a photo or video?
Isn’t the release too salesy?
Does the text include an expert’s opinion?
How to maintain relationships with Polish journalists?
Here are a few golden rules for working with Polish food journalists:
Be honest
Polish journalists hate lies and any attempts to cover up inconvenient information (this is particularly bad in the food industry). There is a famous Polish saying: ‘A lie has short legs.’ Stick to it if you don’t want to quickly lose valuable business contacts and brand reputation simultaneously.
Share knowledge
Provide factual knowledge. Show that you follow industry trends. You will become a true expert. They will gladly interview you on industry-related topics.
Answer questions
A journalist who is interested in the topic may have questions for you. Don’t underestimate it. But remember – if the journalist happily writes about a company’s successes, he will also write about its failures.
Media relations tools
Here are examples of the most effective media relations tools that work well in PR for food brands in Poland:
Events
Organize events, such as launches, industry meetings, presentations, and briefings. Invite media representatives and prepare in-depth press materials. Add an interactive element, such as food testing or workshops. Also, motivate participants to share your event on social media.
Social media
Today, most journalists look for information on Instagram or Facebook. Comment on important issues, post interesting content and create engaging video content about the brand. Pay attention to what is popular on social media (virals) and react to what is happening in the industry. Don’t forget to follow several industry journalists.
Interviews
Sometimes it’s worth opting for a more direct contact form and organizing a one-on-one interview. With good relationships with journalists, interviews don’t always have to be initiated by you.
Press conferences
If you can’t carry information succinctly or the topic may provoke discussion, it’s worth organizing a press conference. It allows you to convey important issues and gives journalists space to ask questions.
PR boxes
Use the power of reciprocity and give journalists tangible reasons to write about your brand and products. In the food sector, sending PR packages with food, samples, or personalized gadgets is one of the most effective tools.
How to use media relations to increase brand reach and awareness?
What else should you remember about media relations and PR in the food sector in Poland?
Don’t forget about opinion leaders
Contacts with the media in Poland don’t mean only journalists. Build relationships with influencers and opinion leaders as well. They can be people who run blogs, YouTube channels, or social media. They have a powerful influence on your target audience, creating trends and demand for specific products.
Measure the effects
Our experience in the Polish food market shows that the best way to measure the effectiveness of PR activities is simply through publications. However, it’s not about quantity but quality. A publication of a press release about your brand on one high-reach industry website will work better than several small ones.
Use owned media
Don’t neglect the platforms you have control of. These can include a website or a company blog. This is where many potential customers get information about your brand. Look at them as the core of your communication strategy. Then, add more external media activities.
Promoting a foreign food brand in Poland needs a strategic and targeted approach to the media. Effective media relations require honesty, sharing knowledge, and using various tools. If you want to know what tools work best for your brand, it is worth seeking advice from an experienced consultant specializing in media relations and influencer marketing in Poland.
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