Sustainability in Public Relations Campaigns: Diagnosis of the Phenomenon Using the Example of PR Industry Research in Poland

Dariusz Tworzydło, Sławomir Gawroński (), Agata Opolska-Bielańska and Przemysław Szuba
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Dariusz Tworzydło: Faculty of Journalism, Information and Book Studies, University of Warsaw, 00-310 Warsaw, Poland
Sławomir Gawroński: Faculty of Media and Social Communication, University of Information Technology and Management in Rzeszow, 35-225 Rzeszów, Poland
Agata Opolska-Bielańska: Faculty of Journalism, Information and Book Studies, University of Warsaw, 00-310 Warsaw, Poland
Przemysław Szuba: Merito University in Wrocław, 53-609 Wrocław, Poland

Sustainability, 2024, vol. 16, issue 10, 1-12

Abstract: This article is based on a study of the public relations environment in Poland and contains many references to the problems that Polish PR professionals have to deal with while performing their daily professional duties. The purpose of the article is to identify the factors that determine the frequency with which sustainable development elements are used in PR campaigns. The unit of analysis consists of the responses of 315 PR professionals who represent various organizations and provide services both to their clients and themselves, contributing to the PR structures of private and public companies. The main research technique was an online CAWI survey conducted in 2022. The main hypothesis of the article assumes that the professional experience of Polish PR professionals determines the frequency of using sustainable development elements in PR campaigns. In light of the above considerations, this article can make a valuable contribution to the discussion on the evolution of the PR specialist’s role in the context of sustainable development.

Keywords: sustainability; public relations; public relations specialist; statistical analysis; work experience; sustainable development (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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