Best 15+ Public Relations Agencies in Krakow

The way to understand the difference between PR agencies and advertising agencies is to make the right distinction between the concepts of PR and advertising.

While PR serves the purpose of increasing the prestige, image and recognition of an institution or person, advertising aims to increase the sales of a good or service or to spread an idea. Therefore, these two concepts are separated from each other in terms of basic purposes.

Another important point that distinguishes the concepts of PR and advertising is the target audience. In PR, the target audience of the institution is the public, but in advertising, the target audience includes a limited audience in line with the area of ​​​​the goods or services to be sold.

The third difference between PR and advertising is their working time. Since there is a long-term image work or communication of an institution in PR, the studies are continuous and uninterrupted because creating the perception always requires a long process. On the contrary, in advertising, the work is intermittent and periodic due to certain periods when products or services come to the fore.

The tactics used by public relations departments in many parts of the world have traditionally been limited to media relations and event planning, and social media has become more popular lately. The aim is to win potential customers and try to protect the public image of the company.

Krakow has some different aspects from other places. Here, public relations are not limited to just providing visibility and helping to market products. It also includes strategies for building and improving a company's reputation.

Where PR agency staff are mostly confined to helping market products, PR professionals have a significantly lower status than Krakow, which has a broader role that includes corporate reputation strategy and management.

The top public relations position is usually an executive position that reports directly to the CEO Krakow.

• A good PR agency in the business will help you with PR and communication by working closely with your company to get the right message, content, and tone of voice.
• PR firms not only use their expertise to generate a variety of new ideas but also build relationships with the media and specific journalists. They tailor the best content for each platform and broadcast t on your behalf.
• A specialist PR agency will help you focus your energy where it is most effective and contributes to your overall business and marketing goals.
• PR agencies know how to get the most bang for your buck within your budget, how to leverage timing, and how to structure and target campaigns. They know what works and what doesn't, because they have tried-and-tested formulas that have proven successful, and are open to telling you if an idea is worth pursuing.
• Collaborating with a PR agency means that your company is safe in case of crisis. Since PR agencies have prepared a crisis plan in advance, they will be with you to prepare all kinds of explanations and present them to the media in the event of a crisis.

There are different types of PR agencies, depending on the services they offer and the audiences they serve. While PR agencies provide general services, there are also PR agencies working in specific areas specialized in their fields. We have listed the types of PR agencies below for you.

1. General Communication

PR agencies that offer general services are there for companies in all matters related to their public relations strategy. They provide you with every support in building your reputation and brand awareness using many tactics including social media, media relations, internal communication, and more. For businesses that need help with more than one public relations, it would make more sense to get services from a general PR agency.

1. Press communication

PR agencies that focus on media access, writing sales pitches, being actively involved in the media, and interviewing journalists or influencers specialize in press communications. If the PR service that companies need is to improve their media coverage, it would be wise to get services from a PR agency specialized in this field.

1. Crisis Communication

PR agencies, which provide support to their customers in the field of crisis management, stand by them by preparing appropriate plans in times of crisis.

1. Internal communication

PR agencies specialized in the field of internal communication provide services foe institutions to inform their employees and make employee communication very easy.

1. Community Communication

PR agencies, which help companies maintain healthy communication with their customer communities, are experts in areas such as social media communication.

PR agencies help their clients in many ways and provide expert service. These are as listed below.

Reputation management: One of the main services offered by PR agencies, this tactic may include email newsletters, social media management, responding to comments and engaging with followers.

Crisis Management: Most of today's companies may encounter some corporate crises at certain times. Therefore, asking a PR agency to prepare a crisis communication plan has become very common in collaboration with PR agencies.

Media Relations: The media is undoubtedly the best way for companies to build their reputation and make their name heard. PR agencies are firms that specialize in properly managing the relationship between media and companies. Tactics that PR agencies employ include writing offers to journalists and influencers to get more coverage in industry news and media.

Social Media: Social media platforms are the most important place where companies can communicate with their target audiences and play a critical role in brand reputation management. Expert PR agencies also offer the best service to companies in the correct use of social media.

Speech Writing: PR agencies are the best place to get help when companies need to speak at press conferences and events. All speeches made on behalf of the company should represent your brand as a whole. If anyone from your company needs to give a speech, you may want to consider hiring a PR agency to take over the strategic messaging.

Press Releases: PR agencies also take an active role in press releases that companies need to write to announce their new products, launches, campaigns or movements. A hashtag to launch on social media about a new product etc. PR agencies can share with you the most useful ideas for the movement.

Social Media Manager: Responsibilities of social media managers; promoting the brand, interacting with audiences across various social media channels, as well as coordinating and developing unique brand voices for each channel. Their day-to-day duties may include creating a social media content calendar aligned with the overall PR strategy, engaging with audiences across all channels through brand-voiced comments and posts, and monitoring various data points to track the success of specific campaigns and strategies.

Publicist: This is the position that works with the client and works with the client to develop a unique PR strategy. They then use this strategy to find specific campaigns, events, and outreach that will most effectively execute this strategy. The most challenging part of their job is undoubtedly managing crises. When there is negative press about a client, the PR professional has to quickly find the best way for the client's brand to recover.

Copywriter: Copywriters in PR agencies execute promotional strategies by writing press releases, speeches, blog posts, social media posts, and other materials. They must be versatile enough to write in a variety of brand voices and adapt that voice to suit a variety of campaigns or PR content.

PR Specialist: PR specialists are an essential part of PR agencies, whose main responsibility is to maintain good relationships with journalists and other media contacts who can help them produce press releases, appear on TV, broadcast speeches, and other promotional media strategies.

Spokesperson: Spokespersons, whose responsibility it is to act as the face of the brand by representing the company in public, in speeches, and on TV, often work in-house for the company. They must also have the strength to respond to criticism and bear the brunt of negative press when crises occur.

Every company that wants to reach its potential customers needs to introduce itself to people and establish healthy relations with the public. For this, the right thing to do is to work with a PR agency that is specialized in its business. But choosing the right PR agency is not an easy task. People or institutions that want to cooperate with the right PR agency should consider the following items, which will have very beneficial results for their choice.

 If you have friends or colleagues who have worked with PR agencies before, you can ask them for advice and benefit from their experience.

Decide how much money you want to spend on the PR job and how you want to spend it. Before you start looking for PR agencies, make decisions such as working on a flat wage or performance-based pay basis.

Decide on the size of the PR agency you will be working with. Although big PR agencies may be more attractive to you, remember that they may force you financially and make your choice accordingly. Smaller PR agencies don't have to strain on the budget, and they may be hungrier for advancement in the industry.

If you have an idea about what kind of PR agency you will work with, find a website where you can list the PR agencies that are suitable for you and list the potential companies you can work with.

After creating this list, contact PR agencies and get information on how they can find solutions to your needs. In which media channels can they be successfully featured? Will they be able to help you with events, reactions, social media, and content? Look for answers to these questions. Ask which companies they have worked with before and what services they offer them. See if they are excited to collaborate with you. If they're not interested in what you're trying to achieve, the partnership probably won't work, but if they show your passion for your work, it could be a good partnership for you.

Even if PR agencies are very successful in the services they provide, they may be caught unprepared for some problems and face a failure story that leads to closure. Among the many problems faced by agencies, the most common ones are; poor cash flow, underutilized teams, poor data tracking, and lack of strategy. Perhaps the most important of these problems is the cash flow problem. The first step in mastering cash flow is understanding the agency's overheads. To find their overhead, agencies need to list everything they routinely pay for, such as rent, payroll, software subscriptions, and other regular expenses. Then they make annual plans and comply with them. Agencies that cannot make a regular budget calculation in this way are more likely to go to closure.

PR agencies make money by charging their clients for the services they provide. Some may charge an annual fee as a registrar, a monthly fee as a service fee, or a per-project fee. Usually, a deal contract is signed between a business PR agency before the business starts.

To help you choose the right PR agency for your business, you can follow these steps:

• Before researching potential PR agencies that fit your needs, list your key goals and expectations that you want the agency to help you achieve. Detail specific goals such as the markets you want to reach, the key messages you want to convey, and the number of media engagements that need to be achieved. When you present these goals to the PR agency during your interviews, they will explain how they will help you.

• List companies you have the potential to work with through a website where you can view the PR agencies available to you, such as the PR Agency Network.

• Ask to speak with past and current customers when you meet with the companies you have listed and learn more about the services they offer. This allows you to understand their strengths and weaknesses and helps you learn firsthand how well they work with other clients.

• After doing research and comparing the prices of different companies, decide which one is the best fit for your budget. If you find that an agency you like is way out of your price range, see if there's room in your budget to adjust their prices. In case there are some companies that you have a hard time choosing between, choose the one that fits your budget while continuing to provide quality service.