Expanding to Poland: why local PR expertise matters more than ever.
As international brands expand into new markets, local expertise is becoming a key factor for success. While AI-driven automation has transformed many aspects of marketing and communications, it cannot replace the cultural insights, media relationships, and in-market expertise that a local PR agency provides.
From navigating consumer sentiment to securing the right media placements, a locally embedded team ensures that global brands adapt effectively to regional market dynamics—maximizing impact while mitigating risks.
Let’s take Poland as an example. With its booming e-commerce sector, diverse consumer landscape, and rapidly evolving media space, Poland presents vast opportunities for international brands in beauty, fashion, retail, and FMCG. However, breaking into the market requires more than just a well-established global strategy.
1. Cultural nuances can’t be automated
Even the most advanced AI tools struggle with contextual understanding, consumer sentiment, and cultural sensitivities. A direct translation of a campaign can fail to capture the values, emotions, and historical nuances that truly resonate with Polish audiences.
Expanding into a new market is an exciting challenge, but success in Poland isn’t just about having a great product. It’s about understanding what drives Polish consumer behavior.
A local PR agency brings:
Insights into consumer preferences – What messages and values resonate with Polish audiences?
Knowledge of market trends – For example, events like the Great Orchestra of Christmas Charity (WOŚP) or Fat Thursday (Tłusty Czwartek) provide brands with powerful engagement opportunities.
Established media and influencer connections – Ensuring your brand appears in the most relevant and credible publications.
Polish consumers are increasingly value-driven and expect brands to align with cultural values, social responsibility, and local causes. Sustainability and ethical consumption have gained traction, and companies that fail to reflect these expectations risk losing trust.
📌 Key takeaway: Brands that invest in localization rather than direct translation achieve higher brand recognition, consumer trust, and conversion rates.
2. Navigating the polish media landscape with precision
The Polish media landscape differs significantly from other European markets. While global brands may be familiar with BBC, The Guardian, or Vogue UK or their equivalents in France, Germany, or the US, Polish media operates under different trust dynamics and industry influence.
For example:
Top-tier business and economic media include Rzeczpospolita, Dziennik Gazeta Prawna, and Puls Biznesu—key sources for financial and corporate news.
Mainstream news outlets such as Gazeta Wyborcza, Polityka, and Wprost shape public opinion and consumer perception.
Industry-specific and lifestyle publications vary significantly across sectors, requiring a targeted PR approach.
Navigating the media landscape in a new market requires more than just access to media lists—it demands local expertise. Knowing which outlets hold real authority, which align with specific industries, and which journalists cover relevant topics is essential for securing high-value press coverage.
Key takeaway: Choosing the right media placements accelerates brand credibility, cuts through market noise, and drives impactful PR results.
3. Avoiding PR pitfalls and managing market risks
Entering a new market without deep local knowledge can lead to missteps that damage brand reputation. A message that works in the US, UK, or Germany may not have the same effect—or worse, may be misinterpreted—in Poland due to cultural, historical, and linguistic differences.
Two examples:
✅ Lidl initially struggled in Poland, perceived as a cheap German discounter. To reposition itself, the company invested in locally sourced products, Polish-language campaigns, and partnerships with Polish chefs—eventually becoming one of the most trusted supermarket brands in the country.
❌ Shopee, a well-funded global e-commerce platform, underestimated Polish shopping behaviors and loyalty to established local players like Allegro and OLX. Despite aggressive marketing, it failed to secure a loyal customer base and ultimately withdrew from the market.
Key takeaway: Local insights help brands navigate potential pitfalls, refine messaging, and connect authentically with Polish consumers.
4. Influencer Marketing in Poland: different rules, higher engagement
In the US or UK, influencer marketing is often dominated by macro-influencers with millions of followers. In Poland, however, micro-influencers hold greater influence due to their stronger audience engagement and credibility.
The Polish influencer market is unique, with a strong preference for micro-influencers who deliver authentic engagement rather than inflated follower counts. According to industry reports, partnerships with local influencers drive higher trust and conversion rates than global influencer collaborations.
Case Study:
One of our clients, foreign haircare brand successfully entered the Polish market through a multi-channel PR and influencer strategy, including a partnership with Poland’s leading beauty retailer. Within six months, the brand generated hundreds of PR placements and reached over 42 million consumers. This success came from recognizing Poland’s highly engaged “hair-maniac” (włosomaniaczki) community, passionate about ingredient transparency and expert-driven haircare routines.
Similarly, our other client, a beauty brand, leveraged a strategic collaboration with a top Polish beauty influencer, whose YouTube review of a new makeup collection led to a complete product sell-out in an online drugstore. This demonstrates the power of authentic, localized influencer partnerships in driving purchasing decisions in Poland.
Key takeaway: International brands must tailor their influencer strategies to Polish audience preferences, prioritizing authenticity over reach.
Why a local PR partner is essential for international brands in Poland
AI has transformed aspects of PR, but it cannot replace the market-specific knowledge, relationships, and adaptability that a local PR agency brings. For international brands looking to expand into Poland, partnering with an experienced Polish PR agency ensures:
Cultural adaptation over mistranslation.
Strategic media placements in the most influential Polish publications.
Stronger consumer trust through locally tailored messaging and partnerships.
Influencer campaigns that resonate with Polish audiences and drive engagement.
Expanding into a new market requires a deep understanding of local consumer behavior, media landscapes, and influencer dynamics. By leveraging the right strategies—whether through in-house efforts, global agencies, or local PR experts—brands can build lasting credibility and success in Poland.
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