Profile of public relations practitioners in Poland: Research results

Authors

  • Dariusz Tworzydło University of Warsaw
  • Przemysław Szuba Exacto sp. z o. o.
  • Norbert Życzyński COMMIT POLAND sp. z o. o.

DOI:

https://doi.org/10.19195/1899-5101.12.3(24).5

Keywords:

PR specialist, public relations, task areas, professional work, research, public relations agencies

Abstract

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.

Author Biographies

Dariusz Tworzydło, University of Warsaw

Dariusz Tworzydło, Ph.D., is an Associate Professor at the Faculty of Journalism, Information and Book Studies, University of Warsaw, Poland. His research interests are public relations, crisis management and strategy.

Przemysław Szuba, Exacto sp. z o. o.

Przemysław Szuba, M.A. in sociology and journalism at the Catholic University of Lublin, Poland. He currently works at Exacto sp. z o. o. His research interests are public relations and mapping of PR in Poland.

Norbert Życzyński, COMMIT POLAND sp. z o. o.

Norbert Życzyński, Ph.D., is an Assistant Professor at the Faculty of Management, Rzeszów University of Technology. His research interests are logistics, sales networks and public relations.

References

Chatterjee, P. (2017). CSR is not PR, you do good because you want to do good. Retrieved February 16, 2019, from http://www.forbesindia.com/article/special/csr-is-not-pr-you-do-good-because-you-want-to-do-good/46083/1.

Executive Office of the President Office of Management and Budget. (2018). Standard Occupational Classification Manual. Retrieved February 16, 2019, from https://www.bls.gov/soc/2018/soc_2018_manual.pdf.

Fieseler, Ch., Lutz, Ch., & Meckel, M. (2015). An inquiry into the transformation of the PR roles’ concept. Corporate Communications: An International Journal, 20(1), 76–89.

Fleishman Hillard. (2019). Public affairs and government relations. Retrieved February 16, 2019, from https://fleishmanhillard.pl/%C2%A0doswiadczenie/public-affairs/.

Gifford, J. (2010). Digital public relations: e-marketing’s big secret. Continuing Higher Education Review, 74, 62–72.

Godewski, A. (2011). Jak wybrać agencję PR? [How to choose a PR agency?]. In ZFPR (Eds.), Sztuka public relations. Z doświadczeń polskich praktyków [The art of public relations. From the experi-ence of Polish practitioners] (p. 341). Warszawa: Wydawnictwo Związek Firm Public Relations.

Olędzki, J., & Tworzydło, D. (2009). Leksykon public relations [Lexicon of public relations]. Rzeszów: Wydawnictwo Newsline and Bonus Liber.

Olędzki, J., Wojcik, K., Hope, E., & Barlik, J. (2019). Profesjonalizm public relations w Polsce. Wstępne wnioski z badania [Public relations professionalism in Poland. Preliminary conclusions from the survey]. Retrieved May 10, 2019, from https://kongresprofesjonalistow.pl/wp-content/uploads/2015/04/wnioski_spo%C5%82ecznego_zespo%C5%82u_PR.pdf.

Patterson, J. (1999). Ethics still count. Vital Speeches, 65(23), 731.

The Princeton Review. (n.d.). A day in the life of a lobbyist. Retrieved May 10, 2019, from https://www.princetonreview.com/careers/88/lobbyist.

Przybysz, Ł. (2017). Raport PR bez komentarza — czyli stygmatyzacja medialna public relations [PR re-port without commentary — media stigmatization of public relations]. Warszawa: Wydział Dzien-nikarstwa, Informacji i Bibliologii Uniwersytetu Warszawskiego.

Thomlinson, J. (2016). Public relations as the new lobbyist rolodex. Journal of Professional Communi-cation, 5(1), 135–180.

Tworzydło, D. (2017). Public relations praktycznie [Public relations in practice]. Rzeszów: Wydawnictwo Newsline.

Tworzydło, D. & Szuba, P. (forthcoming). Rola profilaktyki antykryzysowej z perspektywy największych polskich przedsiębiorstw oraz agencji public relations na podstawie badań eksperckich [The role of anti-crisis prevention from the perspective of the largest Polish enterprises and public relations agencies on the basis of expert studies]. Marketing Instytucji Naukowych i Badawczych.

Tworzydło, D., Szuba, P., & Zajic, M. (2017). Analiza kondycji branży public relations [The analysis of the condition of the public relations industry]. Rzeszów: Wydawnictwo Newsline.

Zerfass, A., Verčič, D., & Wiesenberg, M. (2016). The dawn of a new golden age for media relations? How PR professionals interact with the mass media and use new collaboration practices. Public Relations Review, 42(4), 499–508.

Związek Firm Public Relations. (2019). Cała Prawda o PR, czyli jak o PR mówią media [The whole truth about PR, or what the media say about PR]. Retrieved February 13, 2019, from http://www.prbezkomentarza.pl.

Downloads

Published

2019-08-08

How to Cite

Tworzydło, D., Szuba, P., & Życzyński, N. (2019). Profile of public relations practitioners in Poland: Research results. Central European Journal of Communication, 12(3(24), 361-377. https://doi.org/10.19195/1899-5101.12.3(24).5

Issue

Section

Scientific Papers