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The article is based on the results of research on the sector of public relation (PR) agencies in Poland, which is an important part of the entire PR industry. The purpose of this article is to determine the potential of this sector in the post-pandemic period in the light of research results. The analysis focused on key parameters that influence the condition of the PR agencies sector, such as the number of agencies, type of activity, legal form, territorial distribution and financial indicators. Desk research (qualitative methodology) was used as the main research technique. The research was conducted on the basis of available databases and own datasets, such as lists of PR agencies, data from the Central Statistical Office (GUS), records stored in the Bisnode database, data from PR agencies’ websites and others. At a further stage, quantitative analysis of the collected statistical data was applied. The article illustrates the role of PR agencies in terms of the entire PR industry and presents a scheme for building a sampling frame on this type of companies.

In the public relations industry, there are mainly people with a higher level of education, although the type of completed studies and preparation for the profession plays an important role in achieving specific goals in professional work, with particular emphasis on the ethical dimension of PR practice. Scientific objective: Selecting variables related to learning the profession in the PR industry and analyzing their impact on the level of identification of professionalism and ethics in the PR profession, together with an indication of possible reasons for noncompliance with ethical standards in the industry. Research methods: Quantitative research using telephone surveying technique (CATI) among people employed in the public relations industry (sample of 500 PR specialists) and desk research analysis taking into account the results of several research projects regarding the professional performance of PR duties. Results and conclusions: On average, every third person employed in the public relations industry has completed university studies that were not associated with this specialization, i.e. they did not provide the knowledge needed to perform daily professional duties. On the other hand, views consistent with professional ethics are most emphasized by people who have had a long contact with the PR education system, i.e. completed university and post-graduate studies related to PR. The accuracy of the information provided is a key standard that respondents consider when performing their work. Cognitive value: The presented results include a non-standard approach to analyzing the level of education of representatives of the PR industry, which allows more complete knowledge and characteristics of the paths that PR professionals had to follow, along with the distinction between ethical values that guide individual groups.

The purpose of the article is to identify the ways in which Polish PR specialists measured the effects of their own activities in the last year and to analyze the universality of application of specific solutions. A comparative analysis was also conducted based on available research on the tools used by PR consultants. The research was conducted by means of an auditorium questionnaire during the Congress of Public Relations Professionals in 2019. The research sample was comprised of representatives of various organizations operating on the Polish market, 253 respondents in total. Analyses have shown that the use of broadly understood media monitoring is key support for people who build reliable relationships with the environment on a daily basis. It should be noted that the PR industry remains strongly committed to using the AVE indicator, despite the fact that both global and domestic industry organizations are seeking to limit its role in measuring PR effects.

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.

The perspective of the division into industries gives the opportunity to implement more advanced analyses regarding the type and frequency of image crises. Scientific objective: The presentation of an example of how to select oppressive industries based on a model referring to the leading branches of the Polish economy. Research methods: The quantitative research using an auditorium questionnaire conducted among PR specialists and desk research, incl. 500 List of the “Rzeczpospolita” daily. Results and conclusions: Studies have shown that there is a group of industries operating on the market that are particularly vulnerable to the occurrence of communicational crisis situations. The results show that the enterprises included in this group (e.g. Companies representing the public, food, pharmaceutical or telecommunications sectors) are more likely to attract image crises and are more often forced to manage them. Therefore, the company’s business activity has been analysed based on the principle of a crisis magnetism, which attracts many unfavourable phenomena from the internal and external environment of the organisation. Cognitive value: The presented results may provide support for both the assessment of the effects of public relations and media science techniques (e.g. media coverage analysis).

Summary The article constitutes a presentation of the results of research devoted to the current trends in crisis PR. The authors of the work made an attempt to diagnose crisis prevention in a cross-section of two dimensions. On the one hand the perspective of business (survey of companies) was presented and on the other hand experts’ opinions (survey of the leaders of public relations agencies) were shown. As a result of analyses a point model of an immune system, which takes into consideration the key instruments of crisis methodology (developed procedures in form of communication management book, dedicated anti-crisis structures in an organization, crisis team with a fixed membership and a system of communication trainings) was designed. Diagnosis of prevention measures of the leaders of Polish business — based on the years 2007–2017 showed major deficiencies in the degree of companies’ preparation for the risk of crisis.

The way of conducting communication during the image crisis is a special type of challenge for the company. Lack of preparation of the company for proper communication management may be crucial in averting and/or reducing the effects of crises. The paper presents the results of research conducted among experts from the PR industry and representatives of the largest Polish enterprises from the 500 List compiled by “Rzeczpospolita” daily newspaper. The vast majority of Polish enterprises show an open-minded approach to crisis communication. Companies from oppressive industries, where crises occur more often, are better prepared for crisis communication. The determinants of effective communication in the situation of image threats are, according to the leaders of public relations agencies, anti-crisis preparation, presence of procedures, openness and honesty in communication processes as well as quick response time.

Professional advice can be perceived as a means to tackle shortcomings in the objectively measured financial literacy of consumers. However, most studies suggest that less financially literate individuals are less likely to seek experts’ financial advice. At the same time, it has been shown that financial confidence – or subjectively perceived financial literacy – is positively correlated with the propensity to request such professional advice. This study examines these puzzling effects in a sample of 1,055 Facebook users in Poland, and within an analytical framework that allows control of the potential endogeneity of financial literacy to professional advice. A series of regressions applied to the results of our survey showed that objective debt literacy – a little-studied aspect of financial literacy – was insignificant in explaining advice-seeking behaviour, although the decisions to ask for advice were positively dependent on subjective debt literacy. Such outcomes prove that subjective financial literacy should be treated as a separate construct which can predict financial behaviour above and beyond predictions based on objective financial literacy. Our findings also suggest a positive role for social networks in inducing desired financial actions. We found that respondents having access to greater resources embedded in their social networks are more inclined to seek professional debt advice.

This article presents the results of comprehensive research on image in the internal and external environments of an organization. During the research, the method of measuring the effect of public relations activities, i.e. the image objectives matrix, was also verified. The above tool is used to determine the image position of an economic entity, and to identify possible problems the entity must address in the range of its internal and external communications. The main conclusion is: The research project, completed in three phases (external, internal, image assessment), enabled us to optimize the dedicated tools for subsequent image studies, making it easy to see the changes closely, taking into account their direction. ZETO’s management board has received extensive material that, if appropriately used, will have a direct impact on showing the direction in which the company should be headed in the coming years. The opinions of institutional clients and employees will help to determine the strategy for future activities.

Purpose: The most important research objective of the project described in this article is to examine the condition of the public relations (PR) industry in Poland in the context of changes taking place in the economy in connection with the COVID-19 pandemic. Design/Methodology/Approach: The research referred to a study conducted with the use of an auditorium survey in April 2019. The research sample consisted of 253 PR consultants, from various companies and organizations operating in Poland. The second project was a study aimed at understanding the impact of the coronavirus pandemic on the PR industry. 242 PR industry specialists were examined in this project. Findings: PR specialists in Poland are aware of the challenges and understand how to support companies and institutions affected by the crisis and operating in a changed reality. In our research, six areas have been defined, which may provide a new direction for the PR agency when preparing the service offer. Most of the respondents believe that a PR agency's potential clients will seek external help in communication services like media relations, digital PR, crisis management, lobbying, public affairs, event management, and influencer relations. Practical Implications: The article presents real and representative opinions of the public relations community expressing concerns and defining the directions of changes caused by the COVID pandemic. Originality/Value: The article presents the most recent and up-to-date research results on the condition of the PR industry in Poland, which is an important element of the European public relations market. The obtained research results are representative for Poland., peer-reviewed