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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Tworzydło Dariusz & Szuba Przemysław, 2022. "Sector of Public Relations Agencies in Poland: Its State and Perspectives After the Covid-19 Pandemic," Marketing of Scientific and Research Organizations, Sciendo, vol. 44(2), pages 67-86, June.
    • Handle: RePEc:vrs:mosaro:v:44:y:2022:i:2:p:67-86:n:4
    DOI: 10.2478/minib-2022-0009
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    More about this item

    Keywords

    media; research; public relations; public relation agencies; PR specialist; crisis management;
    All these keywords.

    JEL classification:

    • A12 - General Economics and Teaching - - General Economics - - - Relation of Economics to Other Disciplines
    • C18 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - Methodolical Issues: General
    • D4 - Microeconomics - - Market Structure, Pricing, and Design
    • H12 - Public Economics - - Structure and Scope of Government - - - Crisis Management
    • J11 - Labor and Demographic Economics - - Demographic Economics - - - Demographic Trends, Macroeconomic Effects, and Forecasts
    • L84 - Industrial Organization - - Industry Studies: Services - - - Personal, Professional, and Business Services

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