The condition of the public relations industry in Poland : current situation and threats related to COVID-19

Abstract

Purpose: The most important research objective of the project described in this article is to examine the condition of the public relations (PR) industry in Poland in the context of changes taking place in the economy in connection with the COVID-19 pandemic. Design/Methodology/Approach: The research referred to a study conducted with the use of an auditorium survey in April 2019. The research sample consisted of 253 PR consultants, from various companies and organizations operating in Poland. The second project was a study aimed at understanding the impact of the coronavirus pandemic on the PR industry. 242 PR industry specialists were examined in this project. Findings: PR specialists in Poland are aware of the challenges and understand how to support companies and institutions affected by the crisis and operating in a changed reality. In our research, six areas have been defined, which may provide a new direction for the PR agency when preparing the service offer. Most of the respondents believe that a PR agency's potential clients will seek external help in communication services like media relations, digital PR, crisis management, lobbying, public affairs, event management, and influencer relations. Practical Implications: The article presents real and representative opinions of the public relations community expressing concerns and defining the directions of changes caused by the COVID pandemic. Originality/Value: The article presents the most recent and up-to-date research results on the condition of the PR industry in Poland, which is an important element of the European public relations market. The obtained research results are representative for Poland.