Since the fall of the Berlin Wall in 1989 the Polish economy has grown rapidly. It was ranked as Europe's top potential destination for foreign direct investment in a 2010 Ernst & Young European Attractiveness Survey, and the IMF forecasts that the country's economy will grow 3.8% in 2011 and 3% in 2012, well above the average European Union forecasts of 1.7% in 2011 and 0.6% in 2012.
The PR industry has fared particularly well. Krzysztof Kouyoumdjian, corporate communication manager at Philips Poland, says: “The 1990s saw rapid growth in the PR agency market, the 2000s saw Polish companies and multinationals build in-house teams, and the result in 2012 is a mature and stable PR market.”
More recently, the industry has begun to move beyond basic media relations to develop more sophisticated practices such as public affairs, issue management and professional message development, as well as wholeheartedly embracing the social media revolution.
The figures are impressive: according to the 2011 ICCO World Report, the Polish PR market is worth 490 million PLN, an all-time high, and it is growing by 10% a year. “Certainly Poland's PR potential has been noticed abroad,” concludes Michal Aleksandowicz, PR manager at radio group Eurozet. “This was highlighted by the big event of 2011, the acquisition by Publicis of Poland's largest independent PR agency, Ciszewski.”