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
How and why online stores lie. TrustMate report
Marek Jaworowski
Experts from the TrustMate.io platform analyzed the most common procedural errors and inaccuracies that lead Polish online stores to wrongly deny buyers their rights. They also prepared an appeal path for consumers who heard a refusal from customer service.
Online shopping in Poland. Report by the Chamber of Digital Economy
Patrycja Sołtysik, Izba Gospodarki Elektronicznej
For the fourth consecutive year, 100% of internet users declare making a digital purchase at least once, and 93% have shopped online in the last six months. 97% of purchases in Poland involve an internet-connected device at some stage - most commonly a smartphone.
Coffee for moms. This is how they recharge parents' batteries at the Wrocław children's hospital
Reporterzy support
24 hours, 7 days a week, for 3 months. Non-stop. That is the average time a mother spends in an oncology hospital, caring for her child during treatment. A new project has launched at the Przylądek Nadziei (Cape of Hope) children's oncology clinic in Wrocław. In a simple way, it helps parents reduce stress, calm their emotions, and boosts their energy for caregiving. And that directly translates into the effectiveness of the children's treatment.
See articles on a similar topic:
Large Online Ads vs. AdBlock. Poland Leads in Both Metrics
BARD
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.
Predictive Analytics in Ads. Customer Doesn’t Know Yet, But Ad Does
Krzysztof Fiedorek
Artificial intelligence is changing the rules of marketing. Predicting customer behaviors through advanced AI algorithms and making data-driven decisions is already the present. The report "The State of AI," published by McKinsey, shows the impact this will have on the advertising and marketing industry.
Trends and threats in online advertising. Media Quality Report 2025
Krzysztof Fiedorek
In 2024, the digital advertising world lost about 100 billion dollars due to fake impressions. A report published by Integral Ad Science shows that so-called fraud is getting smarter, and campaigns are increasingly exposed.
Artificial intelligence in shopping. E-commerce 2026 report
Piotr Michalak, Altavia Kamikaze + K2
Already nearly 40% of Polish consumers use artificial intelligence on their shopping journey, although they often do so unconsciously. According to a report by the Altavia Kamikaze + K2 agency, the current year marks the final transition from traditional searching to recommendations based on AI.
