Over the past five years, Poland’s public relations (PR) agency market has undergone significant transformation, shaped by the COVID-19 pandemic, the war in Ukraine, rising inflation, and the rapid development of artificial intelligence. While the total number of PR agencies has grown to nearly 1,090, approximately 330 businesses have shut down, highlighting the sector’s volatility. The majority of the 444 newly registered agencies are sole proprietorships, according to research conducted by Exacto and the University of Warsaw.
“We must take into account the market’s unpredictability, rapidly changing client expectations, and the impact of new technologies like AI,”
said Prof. Dariusz Tworzydło, head of the Department of Social Communication and Public Relations at the University of Warsaw and co-author of the report.
“We need to respond quickly to changes in the economic landscape.”
Sector Expansion Paired with High Turnover
Compared to a similar study conducted in 2020, the number of PR agencies in Poland has increased by almost 17%. However, 329 of the 934 agencies active in 2020 have since suspended or closed operations. Among new agencies, three out of four are run by sole traders.
“This is largely because it’s very easy to open, suspend, or close a sole proprietorship in Poland—unlike limited liability companies,”
explains Prof. Tworzydło.
“At the same time, we’re seeing the emergence of a solid core of experienced firms that have built a strong presence over the years.”
The study also reveals that while more than 1,000 registered businesses list PR as their core activity under the Polish business classification (PKD 70.21.Z), many are not PR agencies or even communication freelancers. Some are cosmetologists, photographers, construction service providers, sports trainers, teachers, translators, and even retail workers.
“Officials often advise new business owners to list as many business categories as possible, leading to classification chaos,” says Tworzydło.
“The issue lies in the inability to clearly define and describe a company’s actual function at the point of registration—especially for sole proprietorships.”
Changing Business Models and Employment Structures
Between 2021 and 2024, 444 PR-related businesses launched in Poland—76% of them sole proprietorships, while 107 were limited companies. Interestingly, among the businesses that failed since the last study, 81% were companies, with limited liability companies (sp. z o.o.) making up 68% of closures.
In 2020, only 20% of PR firms had operated for less than five years. By 2024, this figure rose to 43%. However, firms operating for over 20 years also increased from 7% to 11%, showing that mature firms are getting stronger.
“Agencies that survived have become more stable and resilient,” says Tworzydło.
“They adapt to market changes and are strengthening their positions. New entrants, largely sole proprietors, are offering services as PR consultants, advisors, and spokespeople. This reflects a significant shift in the structure of the public relations services market.”
From Traditional Firms to Agile Freelancers
In 2020, limited liability companies (sp. z o.o.) made up 62% of the PR sector. By 2024, this dominance had diminished, with no single business type prevailing. Rising employment costs have led agencies to reduce full-time hires, replacing them with B2B contracts and freelancers to increase flexibility and manage economic uncertainty.
Still, working with freelancers carries risks—especially the possibility that a trusted collaborator could leave and take a client with them. Agencies are responding by drafting contractual protections to prevent such scenarios.
Communications Channels Are Changing Too
The last four years have also brought significant shifts in communication strategy. LinkedIn has emerged as the dominant platform for professional and project-based communications, surpassing Facebook among PR professionals. The platform ranks high in various digital trust rankings.
“PR agencies have realized that LinkedIn is the place for client-facing and business-oriented communication,”
says Tworzydło.
“They’ve moved their activity away from Facebook and onto LinkedIn—and I see that as a very positive change.”
Conclusion:
The Polish PR market is evolving rapidly. While many smaller and less established agencies are entering the scene as sole proprietorships, experienced firms are solidifying their positions. The landscape is becoming more flexible, more digital, and more dependent on trust and expertise. As AI, inflation, and shifting communication trends reshape the field, adaptability and professionalism remain key to success.
