Bringing in the specialists
PR professional can never emphasize the importance of the role enough, arguing about the impact of public relations over advertising, but it is not always a message that hits home on the management board. So when do companies think beyond their team and bring in the PR consultants?
Magdalena Polańska, marketing and PR coordinator for Swatch Group Polska
How important is PR and contacts with the media for your company?
It is a very important part of our activities. PR is particularly important in creating a positive image of our brands. Our products regularly appear in special fashion and lifestyle columns in different magazines.
Does your company also use the services of PR agencies?
In Swatch Group Polska we tend to perform everyday PR activities and contacts with media using our own PR structures. However, when it comes to larger and more costly events, such as the opening of Swatch Group Polska, we cooperate with specialized PR agencies. Every brand manager within the Swatch Group decides whether the brand will cooperate with an agency or prepare the campaign or an event using its own resources.
How does the cooperation with those agencies work?
We hire an agency when working on the largest projects and extra help is needed. As the company's PR coordinator I must deal with all brands all the time, so I just can't focus on one particular brand, but rather coordinate the agency's work.
Maciej Brzozowski, PR director of publishing house Wydawnictwo Bauer
How important is PR and contacts with the media for a company?
Every company, regardless of whether it is a manufacturing company, a service provider or a publishing house, must have the support of strong PR. Contacts with media and good relations with them are important as well and not only in times of crisis, as many PR experts seem to think, but on a constant basis. I, as a PR person, am a service provider, both to my employer and to the media - it is my obligation to provide them with information. PR experts should not be stars in the spotlight.
Does your company also use the services of PR agencies?
We do not hire PR agencies to work on our campaigns, more often it is them who come to us with specific products. People working for an internal PR operation know the company inside out, the history, plans, relations, and are more devoted than an agency hired for a particular project.
Interviewed by
Michał Pakulniewicz
Magdalena Polańska, marketing and PR coordinator for Swatch Group Polska
How important is PR and contacts with the media for your company?
It is a very important part of our activities. PR is particularly important in creating a positive image of our brands. Our products regularly appear in special fashion and lifestyle columns in different magazines.
Does your company also use the services of PR agencies?
In Swatch Group Polska we tend to perform everyday PR activities and contacts with media using our own PR structures. However, when it comes to larger and more costly events, such as the opening of Swatch Group Polska, we cooperate with specialized PR agencies. Every brand manager within the Swatch Group decides whether the brand will cooperate with an agency or prepare the campaign or an event using its own resources.
How does the cooperation with those agencies work?
We hire an agency when working on the largest projects and extra help is needed. As the company's PR coordinator I must deal with all brands all the time, so I just can't focus on one particular brand, but rather coordinate the agency's work.
Maciej Brzozowski, PR director of publishing house Wydawnictwo Bauer
How important is PR and contacts with the media for a company?
Every company, regardless of whether it is a manufacturing company, a service provider or a publishing house, must have the support of strong PR. Contacts with media and good relations with them are important as well and not only in times of crisis, as many PR experts seem to think, but on a constant basis. I, as a PR person, am a service provider, both to my employer and to the media - it is my obligation to provide them with information. PR experts should not be stars in the spotlight.
Does your company also use the services of PR agencies?
We do not hire PR agencies to work on our campaigns, more often it is them who come to us with specific products. People working for an internal PR operation know the company inside out, the history, plans, relations, and are more devoted than an agency hired for a particular project.
Interviewed by
Michał Pakulniewicz
