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Sector of public relation agencies in poland: its state and perspectives after the Covid-19 pandemic

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Tworzydło D., Szuba P.
Marketing Instytucji Naukowych i Badawczych
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2022
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vol. 44
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issue 2
67-86
EN
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.
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Profile of public relations practitioners in Poland: Research results

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Tworzydło D., Szuba P., Życzyński N.
Central European Journal of Communication
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2019
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vol. 12
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issue 3(24)
361-377
EN
The article is a summary of three quantitative research projects carried out in the years 2017–2018 taking into account a set of analogous questions. Their collective aggregation allows the attempt to present the profile of a Polish PR specialist with the indication of the main activities undertaken while performing daily professional duties. The research has shown that media relations and e-PR play a key role in everyday professional work. Nevertheless, a PR specialist in Poland has to deal with many task areas, which are often related to the dynamic development of new technologies, such as relations with influencers. In the analyses, the key diagnostic element was the measurement of professional experience and information regarding employment aspects. Respondents constituted both specialists working in PR agencies as well as in other domestic companies and institutions. The article contains a list of activities presented in statistical terms that are related to work in the PR industry.
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