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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
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Until a few years ago, a classic data warehouse, overnight processing, and reports available in the morning were a sign of organizational maturity. Today, in many companies, these same solutions have become an invisible constraint.
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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.
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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.
SEO and AI in Polish e-commerce 2025. Harbingers analysts’ report
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Although 44.56% of e-commerce traffic comes from organic results, over half of online stores are not seeing growth. The biggest surprise? A staggering 9.5 million monthly visits lost due to dead content. On top of that, 38% of companies still don’t appear in AI-generated answers - a new and growing source of visibility.
