Profile of public relations practitioners in Poland: Research results

Abstract

The article is a summary of three quantitative research projects carried out in the years 2017–2018 taking into account a set of analogous questions. Their collective aggregation allows the attempt to present the profile of a Polish PR specialist with the indication of the main activities undertaken while performing daily professional duties. The research has shown that media relations and e-PR play a key role in everyday professional work. Nevertheless, a PR specialist in Poland has to deal with many task areas, which are often related to the dynamic development of new technologies, such as relations with influencers. In the analyses, the key diagnostic element was the measurement of professional experience and information regarding employment aspects. Respondents constituted both specialists working in PR agencies as well as in other domestic companies and institutions. The article contains a list of activities presented in statistical terms that are related to work in the PR industry.

Importance and role of CSR and stakeholder engagement strategy in polish companies in the context of activities of experts handling public relations

“…These tools are usually used interchangeably or complementarily in particular PR task fields” (Tworzydło, 2017, p. 41). In the communication and relation‐building process, we can distinguish internal communication, crisis management, media relations (including developing e‐PR segment and cooperation with influencers), investor relations and relations with other external groups that are built, for example, by sponsorships, public affairs, lobbying or CSR strategy (Tworzydło, Szuba & Zyczyński, 2019). Based on many years of research made by the authors of publications devoted to the diagnosis of the condition of the PR industry, the list of the above elements should be supplemented with the corporate identity management through visual identification, events setup, analytics and research projects or actions aiming to strengthen the image of a company (employer branding), a person (personal branding) and government entities (governmental relations).…”

Sector of Public Relations Agencies in Poland: Its State and Perspectives After the Covid-19 Pandemic

“…Reduction strategies are therefore a component that has become a permanent feature of the service provided to clients who seek support from PR agencies. Consequently, cost reduction is a constantly increasing challenge that is faced by agency managers (Tworzydło, Szuba & Życzyński, 2020).…”

Feminizacja, ale jaka? Rola kobiet w branży public relations w polsce na podstawie badań ilościowych

“… p < 0.001; Kramer's V = 0.108. 20 This type of division is the unit of analysis of other studies conducted in Poland as well(Wojcik, 2005;Tworzydło, Szuba and Życzyński, 2019).21 Chi-square = 8.781; p = 0.003; phi = 0.074.…”