The statement that a PR professional must stay up-to-date with what is happening in our Polish backyard, as well as observe and gain knowledge from foreign markets, is nothing new. Observation is one thing, but equally important – in the context of company development and improving service quality – is the exchange of knowledge, experiences, and building relationships at the international level.That is precisely why, since 2014, we have had the pleasure of being part of the international 3AWW Network, which unites over 40 agencies worldwide specializing in PR, marketing, and digital. From September 15 to 18, we also had the great pleasure of participating in the first-ever congress of the mentioned 3AWW Network, which took place in the beautiful and so conducive-to-industry networking Lisbon 🙂
The time spent in Portugal was filled (of course, besides good fun, trying local delicacies, sipping Porto, and sailing on the Tagus river – ah, such hard work;)) with countless discussions about the characteristics of markets and clients from various countries, useful tools and modern communication solutions, challenges facing our industry, and the benefits arising from international cooperation within networks like 3AWW Network. Participation in the congress thus gave us primarily a powerful dose of knowledge, inspiration, and motivation, as well as several interesting conclusions:
- 360º communication, digitalization, and service personalization are currently the most important trends in PR and marketing worldwide
- Price remains one of the most important criteria for choosing a PR agency not only in Poland but also internationally when it comes to tenders for PR services
- Large and well-known brands do not necessarily choose large and famous agencies – an individual, creative approach and the possibility to build close client relationships are increasingly important
- Clients increasingly value the possibility of comprehensive and integrated service – it is no coincidence that more and more agencies are creating specialized departments or entire groups responsible for different aspects of building the image
- Info fee is slowly becoming obsolete – more and more agencies settle accounts with clients based on the success fee
- An increasing share of clients are startups, so-called Start-up PR currently has its moment
- References are one thing, but equally important is ongoing evaluation of activities and regular feedback from the client about the level of satisfaction regarding our work and its results
- Robert Lewandowski is our absolute export hit, especially loved by fans from South America and MexicoJ
- The last and most important conclusion – PR is not a job, it’s a lifestyle!!!
Author of the text: Martyna
