Working with a Polish PR agency – how does the beginning look like?
You have found the perfect agency to run PR services in Poland for you. What are the next steps? What do you have to determine together before starting work and creating PR campaigns in Poland? Here is what you can expect from a professional PR agency in Poland.
What does your company care about?
The beginning of working with a PR agency in Poland usually means a lot of talks, research, and arrangements. You can expect at least a few meetings where you will discuss your company’s goals, strengths, expectations, and how it can be met (so-called OKR - Objectives and Key Results). It’s good for you to be able to define in advance what goals you set for the agency and what you expect. Never do PR just because it is appropriate to do something. PR goals can be long-term (improving brand reputation, building awareness among recipients, or reaching journalists and opinion leaders), or short-term (a specific publication in a magazine or number of magazines, cover, etc.). By breaking down PR activities into prime factors, professional agencies then determine what the starting situation is.
The starting point for PR activities in Poland
Once you have your goals set together (both short-term and long-term), it’s time to research at what stage of achieving these goals the company currently is. A professional PR agency in Poland always starts its work with detailed research of the brand’s target groups and how they perceive the brand. The agency examines whether potential customers know something about the brand (and if so, what they think about it) and its closest competitors. What if the brand starts from scratch and its goal is to build brand awareness among consumers? In this case, you can skip the brand image research stage - instead, the agency examines general trends among customers in this industry and competitors. It helps to effectively define appropriate metrics to measure the effects of their subsequent work.
Metrics for assessing the effectiveness
Professional Public relations in Poland cannot be chaotic. All your goals must be measured so that at the end of each month the agency can determine whether the PR activities are paying off or if something needs to be optimised. This is what metrics for measuring activities are used for.
So, if your goal is to build your brand reputation, the metrics could be:
• Number of publications about the brand,
• Number of interviews given to journalists,
• Number of reactions under publications,
• Number of the mentions about the brand on the internet.
If your goal is to support sales, the metrics can be:
• Number of visits to the website,
• Number of leads (such as an increase in the number of leads after large publications),
• Number of followers on social media.
If your goal is image repair, the metrics can be:
• Number of positive publications in the media,
• Number of positive reactions on social media.
• Number of positive comments under media publications,
• Changing the proportion of positive to negative comments,
If your goal is to raise awareness, the metrics could be:
• Number of mentions about the company on the Internet (as well as their size and scope),
• Engagement rate for posts on social media,
• Number of interviews given to journalists,
• Number of mentions and covers in large media,
• Research results with the help of respondents (for example, the number of people who identified a brand as one of the first that comes to mind when they think about companies in a given industry).
Watch out for overly optimism
What is often fatal in determining metrics is the desire to see the effects immediately. Instead, it is much more profitable to set aside short-term gratification for long-term gains - even if it is less spectacular. What does this mean in practice? Suppose your goal is to increase awareness of your new brand. Naturally, you would like information about it to appear in the largest national magazine - after all, the more readers, the greater the publicity. Professional PR agencies in Poland, however, often suggest cooling emotions a bit and instead propose a few to a dozen publications in more niche (and cheaper) media. Does this mean that the agency does not know its job? It’s quite the opposite! The PR agency knows that ten publications in trade magazines for the price of one publication in a large magazine will give much better results.
When you and a PR agency in Poland already have specific goals and methods of measuring them set up, it will be much easier to work and optimise further activities. Also, you will be able to check the effectiveness more easily. It’s a win-win situation, so never deny professionals access to up-to-date data as well as statistics. It is the only way to see the long-lasting effects.
If you have any questions, write to us: hello@awesomePRgirls.com.
We will be happy to help!