International Public Relations Case: the promotion of Poland abroad

Marta Kiełdanowicz

International public relations is the least researched field of PR. However, national governments are beginning to discover the necessity of promotional activities. The goal of this article is to show how international public relations can be used in the promotion of countries, in particular of Poland. The first of the article explains the concept of international public relations and describes target groups, as well as the methods and the means used in international PR. The second part concentrates on specific examples of the use of PR in the promotional activities. The point of departure for these considerations are stereotypes about Poland and Poles which function in Western Europe. The article describes how tourism, culture, and economy can be used in the promotion of the country. It also discusses the problem of brands and their role in creating the Polish image. Another important concept describes in the article is that of lobbing. This article tries to explain which road Poland should take in conducting its promotional activities.

KEYWORDS

international public relations, promotion of Poland, methods and techniques of PR (Public Relations), stereotypes