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  • Writer's pictureAwesome PR girls

How to Employ Trends and Technologies in PR Activities Effectively

In a media landscape that never sleeps, it’s essential to use the power of innovation to captivate audiences and forge lasting connections. But how can Polish PR experts ride the wave of cutting-edge advancements, technologies and trends and make a splash in the industry? Innovative tools present limitless opportunities to reach audiences and build enduring relationships. So, how can we effectively incorporate them into PR in Poland?

PR work

Artificial Intelligence (AI)

AI tools have become one of the most significant parts of building brand awareness in Poland recently. To stay ahead of your Polish competition, here are some AI-powered tools worth implementing into your PR efforts:


Machine Learning Algorithms

These algorithms enable the analysis of vast amounts of data from different sources, such as social media, websites, and articles. By analysing historical data and factors like trends, consumer behaviours, and the effectiveness of previous PR activities, algorithms can predict the outcomes of PR campaigns in Poland. If you’re looking for a tool that uses machine learning algorithms, you can check out Meltwater.


AI Tools for Social Media Management

These tools facilitate the easy management of multiple social media platforms simultaneously. They help in content creation, the publishing process, optimizing content strategies, generating reports, responding to comments and DMs, as well as tracking brand mentions. They provide insights into user behaviour, allowing for the optimization of strategies and effective management of online brand reputation. Examples of such tools include Hootsuite and Sprout Social.


Content Creation Tools

This phenomenon took over the world of professional PR in Poland a few months ago. The best example of an AI-powered content tool is, of course, ChatGPT – an advanced language model based on neural networks. With expert supervision, it can generate PR-related texts, including sponsored articles, product descriptions, press releases, and social media content. It can also help you to optimize SEO keywords. However, it’s important to note that in Polish language, ChatGPT is not perfect and requires the control of a Polish native speaker.



Use chatbots on your website or social media platforms to provide quick responses and engage with your audience in real time. This reduces the need for customer service specialists and saves money while still providing quite efficient communication.


Influencer Marketing Platforms

Influencers have always played a crucial role in developing brands’ online reputation. Many remarkable tools such as Klear, Upfluence, or Grin can help you assess and measure the effectiveness of influencer campaigns even better. These platforms enable you to discover influencers in Poland, manage campaigns, and track the results.

PR in Poland - influencer campaign
Example of our influencer campaign with fashion KOL.

PR in Poland & communication platforms


Traditional communication channels are no longer sufficient to achieve successful PR in Poland. Especially when targeting a brand towards a younger audience. Use channels that are popular among your target group, such as:


TikTok and Instagram

If your brand targets the younger generations, having a presence on TikTok and Instagram is just a must. The days of relying solely on traditional press releases for important communications are long gone. Official brand announcements are now often made through Insta Stories or TikTok videos. Remember that.

The Florence by Mills brand uses TikTok to reach young recipients from Poland.



How can you organize Q&A sessions, live events, or presentations for clients, investors, or journalists? Livestreaming is the best answer! Platforms such as Facebook Live, Instagram Live, or YouTube live streams are excellent tools for engaging with your audience in real time. And what’s best, they are free.



There are several options available when it comes to podcasts. You can create your own podcast, collaborate with popular Polish podcasters, become a podcast sponsor, and feature a representative from your brand as a guest or co-host. Podcasts are gaining popularity in Poland and are a great tool for building a positive brand image.

Podcast sponsored by the Sprite brand and run by Polish YouTuber Krzysztof Gonciarz and rapper Quebonafide.


Analytical Tools

Success in PR is impossible without tracking and analysing our activities. Continuous monitoring allows us to adapt strategies to market needs. Here are some analytical tools worth using to improve our public relations in Poland:


Google Analytics

Digital PR pros should monitor the brand’s website traffic. However, the major focus should be on user behaviour and characteristics rather than conversions. This knowledge can help you create more precise PR content campaigns in Poland and reach the target audience better.


Internet Monitoring Tools

Online reputation can make or break a brand. Conscious tracking and managing brand reputation in the digital world is essential for PR campaigns in Poland. Use tools like SentiOne or Brand24 to monitor all brand mentions, analyse their sentiment, measure user engagement, and identify current trends.


PR Analysis Tools

A great example of this type of tool is Cision, which is designed specifically for PR activities. The platform provides media contact management, press release distribution, and campaign performance reports.


Automation and Personalization

The ability to automate certain PR tasks and streamline processes is a fundamental skill for modern PR professionals.


Personalized E-mail Messages

Segmenting media contact databases and personalizing e-mail messages are essential for effective e-mail-based PR campaigns. Platforms like HubSpot and MailChimp allow easy creation and sending of personalized messages, as well as customization of content for individual recipients.


Personalized Advertising Campaigns

Advertising tools such as Google Ads or Facebook Ads enable to create personalized social media campaigns in Poland based on demographic data, interests, behaviours, or past user interactions, delivering tailored advertisements to the audience.


Media Relations

How can you leverage new technologies and trends in media relations in Poland? Here are a few of our favourite examples:


Social Media Press Releases

Social media offers great ways to contact B2B audiences and investors (e.g., merger and acquisition transactions and earnings reports). Moreover, they humanize our communication and interactions. A notable example is LinkedIn CEO Jeff Weiner announcing the company’s new CEO in a LinkedIn article that garnered over 25,000 interactions.


Interactive Press Materials

Instead of sending traditional press releases, use the power of technology to create more interactive and fun content. This could include video pitches featuring company representatives, interactive infographics, or gamified presentations. It increases media involvement, improves relationships with journalists, and helps brands stand out.


If you’re ready to take your PR game to the next level and ride the wave of innovation, there will be no better moment than today. Embrace the possibilities offered by these new trends and technologies and watch as your brand reaches new heights.

Before choosing specific tactics for your campaign, it is worth seeking advice from an experienced consultant. Feel free to request a free consultation with the experts at Awesome PR girls using the button below. We can help you navigate the Polish PR landscape!


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