Sector of Public Relations Agencies in Poland: Its State and Perspectives After the Covid-19 Pandemic

Tworzydło Dariusz () and Szuba Przemysław
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Tworzydło Dariusz: University of Warsaw, ul. Bednarska 2/4, 00-310 Warszawa, Poland
Szuba Przemysław: Exacto sp. z o.o., Al. Niepodległości 124/2, 02-577 Warszawa, Poland

Marketing of Scientific and Research Organizations, 2022, vol. 44, issue 2, 67-86

Abstract: The article is based on the results of research on the sector of public relation (PR) agencies in Poland, which is an important part of the entire PR industry. The purpose of this article is to determine the potential of this sector in the post-pandemic period in the light of research results. The analysis focused on key parameters that influence the condition of the PR agencies sector, such as the number of agencies, type of activity, legal form, territorial distribution and financial indicators. Desk research (qualitative methodology) was used as the main research technique. The research was conducted on the basis of available databases and own datasets, such as lists of PR agencies, data from the Central Statistical Office (GUS), records stored in the Bisnode database, data from PR agencies’ websites and others. At a further stage, quantitative analysis of the collected statistical data was applied. The article illustrates the role of PR agencies in terms of the entire PR industry and presents a scheme for building a sampling frame on this type of companies.

Keywords: media; research; public relations; public relation agencies; PR specialist; crisis management (search for similar items in EconPapers)
JEL-codes: A12 C18 D4 H12 J11 L84 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:mosaro:v:44:y:2022:i:2:p:67-86:n:4

DOI: 10.2478/minib-2022-0009

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