Public relations firms ignore internal communications

According to industry experts, the Polish public relations market is making the same mistake its American counterpart did ten years ago. The majority of companies limit their activity to maintaining media contacts, while neglecting the field of internal communications, according to Puls Biznesu. "PR companies can't limit themselves only to media contacts. In order to have something interesting to convey to the press, they need to hold a dialogue with the companies they represent," says Bogdan Dabrowski, GFMP managing consultant. Journalists and companies cooperating with PR firms are not satisfied with the quality of the service they offer. "I turned to five big PR companies with a request to prepare a conference, but only two of them have answered," said Ilona Gajewska of 3M Poland. The situation is improving, however, and there are three ways PR companies can expand. They can establish a specialty and limit their activity to that field; they can improve their employees' qualifications; and finally, they can create integrated marketing communication systems. (Puls Biznesu, p.16)