Press meetings still beat press releases
- Awesome PR girls Agata Elandt PL113-253-99-43
- 1 day ago
- 6 min read
You're launching a product in Poland. Your team asks: "do we really need to fly in journalists and influencers? Can't we just send them samples and a press release?"
No. And I'll tell you why.
The problem with press releases
A press release is dead. Everyone knows it. You write something, you send it to 100 people, and maybe two of them read it.
Polish journalists get hundreds of press releases per week. They go straight to trash.
But when you invite someone to a meeting? That's different. That's a conversation. That's a relationship. And that's how you get coverage that actually matters.
Why press meetings work in Poland
Polish journalists want to talk to real people, not PR departments.
They don't want your talking points. They want to understand your brand. Ask questions. Get real answers.
When you invite them to a meeting, you're saying: "I trust you enough to let you experience this directly." That matters to them. And it shows in the coverage.
Influencers won't promote something they don't believe in.
Not in Poland. Polish audiences are too smart for that. They can smell fake endorsements from a mile away.
When you bring an influencer to a meeting, let her touch the product, ask questions, experience it - she can decide if it's worth promoting. And if she says yes, her followers believe her because she's genuine.
Relationships drive coverage.
A journalist who knows you personally will pitch your story to their editor. An influencer who's met you will think of you first when something relevant comes up.
Press meetings build relationships. And relationships drive coverage. It's that simple.
The real conversations happen in the breaks.
You're not there to give a presentation. You're there to let people experience your brand.
The magic happens over coffee. At the product station. When someone asks a question and you actually answer it - not with PR speak, but honestly.
Those conversations turn into articles. Those articles are authentic because they're based on real experience, not a script.
Types of press meetings that actually work
One-on-one meetings
This is coffee with one journalist. You talk about your brand. They ask questions. You answer.
Do this when: You have a specific story to tell (not just "we have a new product"). The journalist covers your category. You want a deep-dive article.
Cost: Low. Maybe 200 PLN for coffee.
Result: One quality article from someone who actually gets your brand.
Red flag: If you're doing this with 50 journalists, you're doing it wrong. One-on-ones are for key relationships.
Press breakfast or lunch (small group)
You invite 10-15 journalists and influencers. Casual setting. Your product. Real conversations.
Do this when: You're launching something new. You want multiple angles on the story. You want journalists and influencers to meet each other (they might collaborate later).
Cost: 15,000–30,000 PLN depending on venue and catering.
Result: Multiple articles from different angles. Relationships formed. People actually understand your brand.
Example: We did a Cantu Beauty mutiple product launches in past years. Press breakfast, hair demo, product experience, good food. Journalists and influencers left genuinely excited. The coverage reflected that.
Media trip (in-country or cross-border)
You invite journalists to experience your brand in a specific location. Could be a factory, a park, a resort. They spend a day (or a weekend) there.
Do this when: You have a location-based story. You want immersive experience, not just a presentation. You're targeting cross-border audiences.
Cost: 30,000–200,000 PLN depending on location and duration.
Result: In-depth articles. Social media content. Long-form storytelling. Real understanding of your brand.
Example: Last month we brought German journalists to Majaland in Poland. Full day with their families. They experienced the park as families would. Saw the attractions. Understood the logistics from Germany.
The result? They got it. They understood why German families would drive 2 hours to go there. And they wrote about it authentically.
Press conference or product launch event
Larger event. Presentation. Product demo. Photos. Food. Could include journalists, influencers, partners, clients.
Do this when: You're launching something big. You want buzz and social media coverage. You want multiple formats of content.
Cost: 50,000–150,000 PLN depending on scale.
Result: Multiple articles. Social media coverage. Photos. Videos. Influencer posts.
Why these meetings work (and press releases don't)
Press release: You talk. They listen (or don't). No relationship. No product experience. Easy to ignore.
Press meeting: You talk. They talk. You experience together. Relationship building. Hard to ignore. Coverage is authentic.
Polish journalists and influencers prefer the second one. Always.
What actually happens at a press meeting
Before:
You know your story. Not "we have a new product." But "we're launching a lightweight haircare line for people with fine hair who are tired of products that weigh them down."
You invite the right people. Beauty journalists. Influencers with engaged followers in your category. Not 50 random people.
You prepare the experience. Product stations. Talking points. Visuals. But not a script.
During:
People experience your product. They touch it. They ask questions. You answer honestly.
Real conversations happen. The informal moments. Someone asks about ingredients. Someone else talks about how they use similar products. Connections form.
You take photos and videos. Not staged. Real moments.
After:
Journalists write articles. Usually within 1-2 weeks. Based on real experience, not a press release.
Influencers post on social media. Usually within days. Genuine enthusiasm because they actually experienced it.
You get coverage that matters because it's based on real experience.
Real examples from our work
Cantu Beauty launch (April 2026)
We brought journalists and influencers together for the Weightless line premiere. Small group. Relaxed setting. Product experience.
What happened: People actually experienced the product. They enjoyed being there. Conversations happened naturally.
Result: Multiple thoughtful articles. Influencer posts. Genuine engagement. The coverage reflected the experience because it was real.
Majaland media trip (April 2026)
We invited German journalists (and their families) to spend a day at Majaland in Poland. Full experience. Attractions. Logistics. Real family experience.
What happened: Journalists understood the appeal. They saw why German families would drive 2 hours. They experienced it authentically.
Result: Articles in German media. Social media coverage. More coverage coming. Why? Because they got it. They understood the market context.
When NOT to do a press meeting
Don't do this if you don't have a clear story. If you're just "launching a product" a press release might be enough. But if you have a story - sustainability, innovation, market entry - do a meeting.
Don't do this if your product isn't ready to be experienced. If people can't touch it, use it, experience it - skip the meeting.
Don't do this if you're inviting the wrong people. 50 journalists who don't cover your category = wasted money. Invite 10 who actually matter.
Don't do this if you don't have budget for a good experience. A cheap press meeting is worse than no meeting. If you can't afford good food, a nice venue, a smooth experience - skip it.
Don't do this just for the photos. If you're doing a press meeting just to get Instagram content, you're missing the point. The real value is relationships and coverage.
Cost breakdown
One-on-one meetings: 200–500 PLN per journalist. Result: One quality article.
Press breakfast/lunch: 10,000–30,000 PLN total. Result: 5-10 articles, multiple influencer posts.
Media trip (in-country): 30,000–100,000 PLN total. Result: 10-20 articles, social media coverage.
Media trip (cross-border): 50,000–200,000 PLN total. Result: 20+ articles in multiple countries.
Is it worth it? Depends on your business. But if you're launching something important, or expanding to a new market, yes. It's worth it.
Why cross-border media trips are worth the investment
If you're expanding to Germany, Czech Republic, Slovakia - a media trip is one of the best things you can do.
Here's why: Journalists in those countries need to understand your market context. Why should German families care about a Polish brand? What's the logistics? What's the appeal?
You can't explain that in a press release. You can't explain it in a video call.
But you can show it. Bring them to Poland. Let them experience it. Let them understand the market context.
Proximity doesn't equal awareness. Being 2 hours from the German border doesn't automatically put you on German families' radar. You need German media talking about you. You need German journalists to understand why this matters.
A media trip does that.
Bottom line
Press meetings work in Poland because journalists and influencers value authentic access and real relationships.
When you invite someone to experience your brand directly, you're not just sending a message. You're building a relationship. And relationships drive coverage.
One-on-one meetings for key relationships. Press breakfasts for launches. Media trips for immersive experiences. Press conferences for big announcements.
Each one has a purpose. Use the right one for your story.
And if you're expanding to a neighboring market? A media trip isn't a luxury. It's necessary. Because proximity doesn't equal awareness. You need journalists to understand your market context. And the best way to do that is to let them experience it.
Creating excitement around the product, engaging customers, and ensuring frequent exposure in their everyday lives are excellent strategies for maintaining long-term interest. Events and media relations are highly effective tools for achieving these goals. If you require assistance in implementing these PR tactics in Poland, do not hesitate to contact us and use button below!
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