po polsku
illustration: DALL-EYour specialists solve customer problems, track legal changes, or implement new solutions every day. That is ready-made material for communication.
- An accounting office can advise on how to prepare for a tax inspection.
- A tech company can publish a mini-guide on cybersecurity.
- A restaurant can write an article on seasonal food trends.
We often meet companies convinced that nothing is happening inside their walls. But once we start talking, it turns out they have plenty of knowledge and experiences that can be shaped into engaging content. The biggest issue is not a lack of topics but a lack of habit in spotting them daily.
By sharing your knowledge, you gain expert status and make it easier for the media to create coverage.
People are the best source of stories
Every team holds stories that capture attention more than dry facts ever could.
- A young employee who started as an intern and now leads a team.
- A colleague in sales who organises charity events.
- A team that earned a certificate or completed training together.
Such stories require no big budgets but clearly show that a company has soul and real people behind it.
Small events also matter
Many business owners think only major changes are worth sharing. That is a mistake. Smaller updates also hold media value.
- Signing a deal with a local partner.
- Introducing eco-friendly practices, like saving energy at the office.
- Attending an industry conference or even a local trade fair.
For journalists and clients, it is often these “everyday” updates that are more engaging because they show the company in action.
Numbers and summaries that speak for themselves
Data is incredibly valuable, especially when it reveals trends.
- An online store can share a list of top holiday purchases.
- A recruitment agency can show changes in demand for certain jobs.
- A sports equipment brand can reveal the total distance covered by users of its app.
Stats, insights, or your own research always make compelling content for the media.
Show how you work and what matters to you
A company’s image is shaped not only by its offer but also by its values.
- Updates about employee volunteering.
- Reports from CSR efforts, like supporting the local community.
- Examples of how you care for your team – benefits, flexible work, training.
These are great topics for both your press room and employer branding efforts.
If you believe nothing is happening in your company, you are probably only focusing on the “big” events. But communication is mostly about consistency and authenticity. Stories of people, small changes, everyday data, or social actions can all be turned into meaningful content.
An online press room is a tool that helps build the image of an active, competent, and open company step by step. The goal is not to announce a revolution every week but to regularly show that your brand is alive, responsive, and adds value to its surroundings.
Aleksander Pawzun,
board member of Calmfox.pl
COMMERCIAL BREAK
New articles in section Marketing and PR
Brand visibility in the age of algorithms
Aleksander Pawzun
A few years ago, everything was simpler. It was enough to have a good website, do SEO, run a blog, and publish on social media. Whoever was systematic was visible. Whoever invested in content and positioning gained customers. That world no longer exists.
Queue psychology. Scientists' discovery used in Call Centers
Andrzej Sowula
The discovery first described by psychologists in the second half of 2024 concerns the so-called "relative progress effect". When customers observe fast service at the beginning of their wait, they tolerate slower service much better later in the waiting period.
#POMAGAM2026 Can a New Year's resolution go viral?
wspieramy
Is a million good deeds a lot? Ten-year-old Emilka wants to find out. She just announced the I Resolve to Help campaign on the internet and urges everyone to make a unique New Year's resolution. That we help each other more often in 2026.
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PR in Poland. Ranking of the largest public relations agencies 2025
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The smallest teams often generate the most publications, and agencies outside Warsaw are increasingly capturing media attention. This unexpected distribution of power is one of the key findings from the 2025 PR Agency Ranking in Poland, developed by Widoczni and IMM.
Large Online Ads vs. AdBlock. Poland Leads in Both Metrics
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Large-format online ads make up 14% of Poland's online market, according to analyses by Gemius. This is the highest percentage among all surveyed markets. Paired with data on the rising popularity of ad-blocking - done by one-third of Polish internet users - it raises questions about the future of these ads.
Internet Subscriptions: Market Value, Development Trends, and... Risks
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According to McKinsey & Company, the number of subscription users globally has increased by over 17% in the past year. A report from UBS Group AG indicates that the total value of the global subscription market will reach as much as $1.5 trillion by 2025. This is twice as much as in 2020!
AI will take up to 70% of traffic from online stores. TrustMate Report
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There is a quiet but radical change happening online. Traditional SEO, which for decades determined brand visibility, is losing its relevance. Now, it's no longer search engines that define a company’s online presence, but generative artificial intelligence.
