Tech PR in Poland: “Mutual trust creates long-term relationships”
Interview: Bartosz Cholawo, Public Dialog, Warsaw –
(Tech PR in Poland: “Building mutual trust can create long-term allies” – download English version here)
In a globalised world where technology sectors and media landscapes are changing rapidly, it is crucial to understand the different approaches to PR. That’s why we asked the tech PR agencies in our IPRN network to share their experiences of how public relations for the tech business works in their respective markets. This collection of perspectives provides an exciting overview of the different approaches and challenges PR professionals face worldwide. In this “blog parade”, we take a look at what shapes the PR landscape in different countries, with a focus on effective media relations and companies’ strategic communications.
Read the other articles too:
- Tech PR in Germany: “Media relations can achieve exceptionally good results – if we see journalists as partners” (TDUB)
- Tech PR in France: “Despite digitalisation in the PR industry, personal contacts remain of crucial importance” (Mascaret)
- Tech PR in Greece: “We are moving away from traditional media towards a digital approach” (Extrovert)
- Tech PR in the USA: “Often the best way: trade media, blogs and influencers – combined with thought leadership content” ((W)right On Communication)
- Tech PR in the UK: “Getting the media’s attention has become more difficult” (AMBITIOUS PR)
In the interview, Bartosz Cholawo from our partner agency Public Dialog explains that Poland’s tech PR must adapt to a growing but increasingly critical market. Trusting media relationships and transparent communication are more important than ever, as tech companies must respond to regulatory challenges and scepticism. AI makes many processes easier, but it does not replace human expertise in PR.
How are the technology market and the technology media business developing in Poland?
In recent years, the Polish technology market has grown rapidly – driven by skilled talent, foreign investment and government support. It has established itself as a regional hub for IT, research and development, and start-ups, particularly in the areas of fintech, gaming and AI. The COVID-19 pandemic further accelerated digital transformation and boosted demand for technical services across all industries. Challenges such as a shortage of skilled workers and political pressure persist.
The technology media landscape has also evolved further: niche platforms such as Spider’s Web offer local insights, and influencer reviews have gained in importance. However, Polish media compete with global platforms such as TechCrunch and are struggling with falling revenues due to the dominance of Google and Facebook in digital advertising.
Despite these hurdles, expanding markets such as gaming, e-commerce and green tech offer many opportunities. Collaboration between tech companies and the media industry, particularly in education and local reporting, offers further growth potential and positions Poland as a technology leader in Central and Eastern Europe.
What has changed in tech PR over the last 5 years?
In Poland, enthusiasm for technology has shifted over the last five years into growing scepticism. This reflects global trends, albeit with local particularities. Tech giants such as Google were initially met with optimism, as they were seen as drivers of innovation, economic growth and digital transformation. They revolutionised access to information, business processes and media distribution, thereby building far-reaching trust.
However, this initial enthusiasm has declined sharply due to data protection breaches, monopolistic business practices and the weakening of the competitiveness of local markets. In Poland, the “Media Without Choice” protest in 2021 was a key turning point, in which media organisations criticised Google’s dominance in digital advertising and search algorithms. The subsequent drop in organic traffic for the protesting media further reinforced mistrust and once again highlighted Google’s immense market power.
Today, the public and regulators are increasingly demanding transparency and fairness from technology companies. This scepticism has changed the PR strategies of the technology sector, placing the emphasis on local partnerships, education and ethical approaches in order to rebuild trust in a more critical and better-informed market.
Which PR approach do you prefer when engaging with technology media?
In our day-to-day work, the approach to technology media is not all that different from other sectors. In today’s immense flow of information, building strong relationships with selected technology journalists is important for successful communication and brand positioning. As countless press releases, product launches and updates compete for attention, trusted journalists act as gatekeepers and decide which stories should reach their audience.
Good relationships with technology journalists provide credibility and increase the likelihood that influential media will report. Good journalists can put complex topics into context, present a brand’s story authentically and thereby reach niche audiences. In the technology sector, where trust and expertise are crucial, such partnerships can amplify messages and differentiate brands in a crowded market.
Moreover, journalists with an established reputation play a decisive role in shaping public opinion at a time of scepticism towards technology companies. By building mutual trust through transparency, timely provision of information and valuable insights, long-term relationships can be built that enhance a brand’s reputation and visibility amid the flood of competing information.
What changes do you expect, and how will technology companies need to respond?
Poland’s technology landscape is evolving rapidly, driven by stricter regulations, growing consumer scepticism and the rise of local competitors. EU directives such as the Digital Services Act are increasing regulatory scrutiny and forcing companies to prioritise compliance, transparency and data protection. At the same time, consumers are becoming more aware of data privacy and monopolistic practices, meaning companies must build trust through ethical approaches and awareness campaigns.
What role do you see AI playing in tech PR?
AI tools have proved very useful for speeding up research. Translation technologies enable the creation of multilingual content in real time and ensure seamless communication in global markets. This saves time, reduces costs and increases the reach of campaigns. While challenges such as bias and over-reliance remain, AI is an invaluable tool for today’s PR professionals thanks to its ability to simplify complex tasks and deliver immediate insights.
Expert:
Bartosz Cholawo is an Account Manager at Public Dialog and works in reputation as well as crisis and issues management. He has over 20 years of experience in media relations, including working with leading companies in e-commerce, fintech, aviation, and energy and commodities.
Contact: Bartosz Cholawo on LinkedIn.
