How to Get Media Coverage in Poland as an International Brand

For international brands entering Poland, media coverage can be a powerful way to build credibility, visibility and local trust. A strong article, expert quote, product mention or founder interview can help a brand become more understandable and more searchable in a new market.

But getting media coverage in Poland is not as simple as translating a global press release and sending it to a list of journalists. Polish media need a reason to care. The story must feel relevant to the local market, not only important from the brand’s internal perspective.

This matters even more today, because journalists receive more pitches than they can realistically use. Cision’s 2025 State of the Media Report, based on responses from more than 3,000 journalists worldwide, highlights the importance of relevant pitches, trusted PR relationships and understanding what journalists actually need. Muck Rack’s 2025 journalism research makes the same point even more clearly: 84% of journalists say stories often start with PR pitches, but 86% ignore off-topic pitches.

For brands, the lesson is simple. If you want media coverage in Poland, you need a local angle, a clear story and a reason why Polish media should cover it now.

Start with the Polish audience, not the brand announcement

One of the most common PR mistakes international brands make is starting with the announcement: “We are launching in Poland.” For the company, this may be important. For a journalist or reader, it is often not enough.

A stronger PR story starts with the audience. What is changing in the Polish market? What consumer behaviour is the brand responding to? What problem does the product solve? What trend does the launch connect to? Why should Polish readers care?

Instead of pitching “Brand X launches in Poland”, a stronger angle could be: “How Polish consumers are changing the way they discover wellness products” or “Why social media is becoming a search engine for young Polish consumers.” The brand is still part of the story, but it is no longer the only story.

This is also consistent with how trust works online. Academic research on trust in social media shows that credibility is shaped by multiple signals, including source quality, credibility and social context. In other words, people do not judge information only by what is said. They also judge who says it, where it appears and whether it feels credible in context.

Localise the story, not only the language

Translation is not localisation. A global press release may explain what the brand does, but it may not explain why the story matters in Poland.

Localisation means adapting the angle, examples, context and proof points to the Polish market. A pitch for a beauty brand may need local insight into Polish skincare habits, ingredient awareness or TikTok-driven beauty discovery. A food brand may need to connect with Polish snacking habits, convenience culture or health trends. A SaaS brand may need to explain how its product fits the way Polish companies work, buy and adopt new tools.

This is where many international brands lose media relevance. The message is technically correct, but emotionally and culturally too generic. Polish journalists and audiences are more likely to respond when the story reflects a real local context.

A useful test is simple: if you remove the brand name from the pitch, is there still a story? If not, the angle is probably too promotional.

Build credibility before asking for coverage

Media coverage can build trust, but it should not be the only trust signal. If a journalist receives a pitch and searches the brand, what will they find?

Before starting PR outreach in Poland, brands should make sure they have a credible local presence: a clear website or landing page, updated social profiles, a concise company description, visual assets, spokesperson information and messaging that explains why the brand is relevant to Polish consumers.

This is especially important because consumers rarely trust one channel alone. Edelman’s 2025 Brand Trust research shows that trust remains central to brand relationships, with consumers looking for brands that provide confidence, stability and personal relevance. In practice, this means that media coverage should be supported by other trust signals: social media, creator content, reviews, expert commentary, founder visibility and search-friendly content.

For brands entering Poland, PR works best when it is part of a broader communication ecosystem, not a one-off press release.

Use data, expert insight and social proof

Journalists are more likely to respond to stories that offer value beyond brand promotion. A good PR angle can be built around data, a market trend, expert commentary, a founder perspective, consumer insight or a useful explanation of a category.

This does not always require a large research budget. Brands can use internal data, customer insights, search trends, social listening, category observations, creator feedback or comparisons between markets. The key is to give the journalist something useful, not only something promotional.

For example, instead of saying “We sell a new product”, a brand could offer insight into how Polish consumers are changing their routines, what younger audiences are searching for, how a category is evolving or what international brands often misunderstand about the Polish market.

Social proof also matters. Influencer content, UGC, expert opinions and real customer reactions can support a PR story by showing that the brand is not only talking about itself. This is particularly important for younger consumers, who often validate brands through creators, comments and peer recommendations before trusting brand-owned communication.

Connect PR with social media and digital visibility

Getting press coverage in Poland is valuable, but modern PR should not rely only on traditional media. A consumer may see a brand in an article, then check Instagram, TikTok, LinkedIn, Google, reviews and creator content before deciding whether the brand feels credible.

That is why PR, social media, influencer marketing and SEO should work together. A media article can create authority. A creator campaign can make the message feel human. Social media can continue the conversation. SEO content can make the brand searchable. Paid social can amplify the strongest message.

For international brands, this integrated approach is often more effective than treating PR as a separate activity. The goal is not only to appear in the media once. The goal is to become visible, understandable and trusted across the places where Polish consumers actually discover and evaluate brands.

Measure relevance, not only mentions

A common mistake is measuring PR success only by the number of publications. More coverage is not always better coverage. One relevant article in a trusted niche publication may be more valuable than several low-quality mentions on websites that do not reach the right audience.

Brands should measure PR by quality, not only quantity. Useful indicators include outlet relevance, message accuracy, audience fit, referral traffic, backlinks, social amplification, branded search, sentiment and whether the coverage supports business goals.

For brands entering Poland, early PR should often focus on credibility and market understanding. The goal is to help the audience understand who the brand is, why it is relevant and why it can be trusted.

Final thoughts

Getting media coverage in Poland as an international brand requires more than sending a press release. Brands need a local angle, a relevant story, credible proof points and a broader communication strategy that connects PR with digital visibility, creators and social media.

The strongest PR stories are not built around “please write about us”. They are built around useful, timely and locally relevant ideas.

At SoBirds, we help international brands enter and grow in the Polish market through social media strategy, influencer marketing, PR support, content localisation and digital communication. If your brand wants to build visibility in Poland, contact us at info@sobirds.com.