In short
- What kind of PR agencies will dominate in 2024?: One of the most important trends in the PR industry in 2024 is hyperpersonalization.
- Why does the visibility of websites on the web matter so much?: The brand image is just as important as the product or service whose sales constitute the essence of a company's business.
- Which PR agencies are the most visible in the Senuto ranking in the Marketing category?: The Polish PR agency market is growing year by year.
- How to read PR agency rankings: Before you trust any ranking, check a few things. Who published it and does it have an interest in the order of the results? What criteria were used and do they relate to what matters…
The short answer: The PR agency ranking is a list of companies arranged according to accepted criteria, such as revenue, number of clients, or awards. There is no one list that is right for everyone. The best agency is the one that knows your industry, has proven experience, and works in a way that suits you. Therefore, ask about the ranking criteria and check references.
Are you looking for a PR agency and don't know what to consider when choosing? Do you care about the care of a creative team of professionals who know how to increase the visibility of your brand on the Internet? Do you want to know which PR agencies enjoy the highest visibility of their websites in Google's organic search results? Get to know the ranking generated on the basis of data from the Senuto analytical platform in the Marketing thematic category.
- What types of PR agencies are leading in 2024?
- Why is the visibility of websites so important?
- Which PR agencies are most visible in the Senuto ranking in the Marketing category?
- How to read PR agency rankings
Before you trust any ranking, check a few things.
- Who published it and does it have an interest in the order of the results?
- What criteria were used and do they relate to what matters to you?
- From which period do the data come from and are they up-to-date?
- Is the ranking based on verifiable data or on the declarations of the agencies?
Criteria for choosing an agency – a table for your own evaluation
Criterion Question to the agency Experience in the industry What similar tasks have you performed and what resulted from them? Team Who will actually work on my case Method of work How planning, reporting, and contact look like on a daily basis Measurement How do you rate the effectiveness, apart from the number of publications? Transparency What is included in the price and what costs extra References Can I talk to current customers? Is a large agency better than a small one?
Not necessarily. Large agencies have broader opportunities, and smaller ones often provide a closer connection. What matters is matching your scale and needs.
How to compare agency offers?
Ask everyone for the same brief description of the task and compare the scope, schedule, and method of evaluating the results. An offer that measures value solely in advertising equivalents is a warning sign. See Why the AVE indicator in PR is misleading.
What should I know before talking to an agency?
Write down your goal, target audience, budget, and expected deadline. You can find the basics of these concepts in the article. public relations, and about the role of a image consultant in the text image consulting.
The first meeting – what to pay attention to
- The best PR agency – criteria more important than ranking position
What types of PR agencies are leading in 2024?
One of the most important trends in the PR industry in 2024 is hyperpersonalization. Companies expect tailor-made offers, perfectly suited to both the brand's mission and history, as well as financial possibilities. Journalists also expect fully personalized content from PR agencies. Therefore, clients are increasingly willing to use the services of small but specialized boutique agencies that focus on the client's niche and their individual needs. Agencies employing specialists scattered all over the country and even the world are also becoming more and more popular. This form of cooperation allows you to draw on much greater resources of experience, knowledge and creativity, as well as greater flexibility in carrying out individual tasks.
Another clearly visible trend that can boost a PR agency in the popularity rankings is authenticity and courage in tackling socially important topics. What matters no longer is the size of the agency, but the passion and commitment of the people who create it. Small boutique agencies build their success based on the success of their clients, which is why they are more motivated and committed to building valuable and authentic relationships.
In 2024, you will notice a clear increase in importance AI when generating content, photos and graphics, and even creating communication strategies. This trend will deepen, which is why there will be agencies on the market that will quickly learn to use artificial intelligence - both for their own needs and for the needs of their clients. However, AI is not only about the modern tools we use, but also about the threats that the PR industry has to face. These include, for example, fake news and broadly understood disinformation. More and more PR agencies are starting to build separate positions responsible for cooperation with AI and data analysis, thanks to which they can fully use its potential while controlling the quality of its products.
Why is the visibility of websites so important?
The brand image is as important as the product or service whose sale constitutes the essence of the company's business activity. Even the best-designed offer will turn out to be ineffective if it does not reach a potentially interested customer who is willing to use it. That's why more and more companies appreciate not only their own capabilities Web page Social media is also an option for showcasing yourself on other sites and portals. The presence of a brand on pages that rank highly in Google search results remains invaluable. Properly built incoming and outgoing links, proper text structure, and an appropriate concentration of valuable keywords are the foundation of optimization that influences brand visibility on the Internet.
No less important is good cooperation with the media and industry portals. Personalized e-newsletters and content sent regularly to industry and local journalists are excellent tools for building proper communication with the environment and creating the right image. More and more companies decide not only to prepare and send press releases, sponsored articles or texts on... company blog, but also giving interviews and comments in traditional media. Some of them organize their own press conferences and events involving recipients - meetings, conferences or open days. All this to maximize the brand's visibility and recognition.
Creating and implementing a coherent, attractive and goal-oriented approach brand communication strategy this is an extremely important element of building a competitive advantage. It is also an effective tool for building customer trust. Customers who feel well informed and involved in the brand's communication are more loyal to it and are more willing to recommend it to others.
Which PR agencies are most visible in the Senuto ranking in the Marketing category?
The Polish PR agency market is growing every year. This is evidenced by both the increase in the number of registered new enterprises of this type and the growing popularity of studies and training in the field of PR and social communication. Currently, there are over 5,700 companies providing PR services on the market. Meanwhile, in 2009 there were "only" 1,700 of them, which means an increase of 200-300 PR agencies per year.
PR agencies currently operating on the Polish market provide a very wide range of services. They often specialize in specific areas or operate in specific industries. Some of them employ entire teams of people, and some build their advantage based on several freelancers specializing in a given area of communication. Similarly, clients - some of them entrust a PR agency with full management of brand communication, and some of them only part of the tasks related to public relations. All this makes it impossible to create any popularity rankings. Therefore, when making various types of comparisons, it is worth focusing on one, fully measurable value - e.g. website visibility in the Google search engine.
The website visibility ranking prepared by the Senuto analytical platform has been published since 2020 and enjoys great interest in the PR industry every year. It presents the 100 most visible websites in the Marketing category in Polish Google, including many PR agencies. The report's results are proof of how specific entities deal with the visibility of their websites and subpages compared to their competitors. This is extremely important if we are looking for a place where our brand will have a chance to reach the largest number of Internet users faster - including people from the target group we are interested in.
Commplace.pl
Commplace it PR agency, which made an impressive debut in this year's ranking, jumping straight to 14th place. Building strong brands is its motto. It offers its clients, among others: e-Pr, seo PR, sales support, comprehensive social media services, website creation, rebranding and much more. It is also the only agency with its own event center.
W jakim modelu działa? Jest tzw. agencją rozproszoną – pracuje w ramach zespołów projektowych, których członkowie mieszkają i pracują w różnych miejscach w Polsce i za granicą. Treści publikowane na stronie Commplace skupiają się głównie wokół takich tematów jak: public relations, reklama, marketing, social media, branding i employer branding. W witrynie można znaleźć wiele ciekawych artykułów, praktycznych poradników, konkretnych case study oraz pogłębionych wywiadów z ekspertami. Zawartość strony skierowana jest nie tylko do potencjalnych klientów, którzy znajdą na niej wiele szczegółowych informacji na temat zakresu i możliwości współpracy. Chętnie odwiedzają ją także marketerzy, specjaliści od PR, jak również przedsiębiorcy, zainteresowani tematyką komunikacji i promocji w biznesie. Agencja posiada aż 2963 frazy w TOP 10 wyników wyszukiwania, w tym 1134 frazy w TOP 10 kategorii Marketing.
KS.pl
The most spectacular jump in the ranking this year belonged to the KS.pl agency, which took first place, jumping 13 positions. The most visible elements of the KS.pl website in the Google search engine are blog content. The agency, which has been building its position in the ranking since 2020, currently has 3,958 phrases in the TOP 10, including 2,605 phrases in the TOP 10 Marketing category.
SEMCORE.pl
This is another successful debut in this year's ranking. The agency specializes in, among others: in SEO, UX and Google Ads. As part of SemcoreLAB, he focuses on creating innovative technologies and experimenting to increase the effectiveness of his strategies. The agency currently has 4,266 phrases in the TOP 10 search results, of which 2,457 are phrases in the TOP 10 Marketing category.
HARBINGERS.IO
It is a performance marketing agency that specializes in SEO, CM, SEM, web analytics and social media. He regularly publishes expert, industry and guide articles as well as case studies focused on digital marketing. The agency currently has 2,693 phrases in the TOP 10, including 1,373 phrases in the TOP 10 Marketing category.
WIDOCZNI.COM
An agency that retained its last year's place in the ranking. It offers services in the field of website optimization and promotion, individual consultations and training in the field of internet marketing. The agency currently has 3,025 phrases in the TOP 10, including 2,102 phrases in the TOP 10 Marketing category.
OCTAMEDIA.pl
The agency offers website creation, content optimization and SEO/PPC campaigns. Blog articles are the most popular on their website. The agency currently has 1,107 phrases in the TOP 10 search results, including 872 phrases in the TOP 10 Marketing category.
WEBISO.pl
The agency making its debut in this year's ranking has relatively few phrases in the TOP 10 search results - 146 phrases, including 50 phrases in the TOP 10 Marketing category. On its website you can find tools for designing, implementing and optimizing websites, as well as educational materials in the field of internet marketing.
EACTIVE.pl
An agency that dropped 5 positions in this year's ranking. He specializes in designing and creating websites and online stores, mobile applications and other digital solutions for companies. The agency currently has 1,634 phrases in the TOP 10 search results, including 1,255 phrases in the TOP 10 Marketing category.
KOMPAN.pl
An agency with many years of experience that supports entrepreneurs in adapting to new conditions in the dynamically developing online market. The agency currently has 1,359 phrases in the TOP 10 search results, including 696 phrases in the TOP 10 Marketing category.
DELANTE.pl
Digital marketing agency offering search engine optimization, PPC advertising and social media services. The agency currently has 1,548 phrases in the TOP 10 search results, including 840 phrases in the TOP 10 Marketing category.
PERFORMANCEMEDIA.pl
Another debutant in this year's ranking. He focuses on advertising in social networks, programmatic advertising, mobile advertising and Google Ads campaigns. The agency currently has 752 phrases in the TOP 10 search results, including 559 phrases in the TOP 10 Marketing category.
How to read PR agency rankings
Before you trust any ranking, check a few things.
- Who published it and does it have an interest in the order of the results?
- What criteria were used and do they relate to what matters to you?
- From which period do the data come from and are they up-to-date?
- Is the ranking based on verifiable data or on the declarations of the agencies?
Criteria for choosing an agency – a table for your own evaluation
| Criterion | Question to the agency |
|---|---|
| Experience in the industry | What similar tasks have you performed and what resulted from them? |
| Team | Who will actually work on my case |
| Method of work | How planning, reporting, and contact look like on a daily basis |
| Measurement | How do you rate the effectiveness, apart from the number of publications? |
| Transparency | What is included in the price and what costs extra |
| References | Can I talk to current customers? |
Is a large agency better than a small one?
Not necessarily. Large agencies have broader opportunities, and smaller ones often provide a closer connection. What matters is matching your scale and needs.
How to compare agency offers?
Ask everyone for the same brief description of the task and compare the scope, schedule, and method of evaluating the results. An offer that measures value solely in advertising equivalents is a warning sign. See Why the AVE indicator in PR is misleading.
What should I know before talking to an agency?
Write down your goal, target audience, budget, and expected deadline. You can find the basics of these concepts in the article. public relations, and about the role of a image consultant in the text image consulting.
The first meeting – what to pay attention to
A good agency asks more questions than it promises. It takes an interest in your clients, goals, and constraints, and only then presents ideas. Beware of guarantees of results, especially regarding the number of publications, because independent decisions regarding the media also depend on the media outlets. After the meeting, ask for a brief summary of the findings, which will allow you to compare the offers.
At the end, ask about what happens after the collaboration ends. It’s worth knowing if you’ll receive materials, access, and reports in an organized format. This often shows how the agency treats the client in the long term.
The best PR agency – criteria more important than ranking position
Rankings help narrow down the list, but they do not answer the question of which agency will work well for a particular company. Below are the criteria that are worth checking out for yourself.
How to read the PR agency ranking?
Each PR agency’s ranking measures something different. Some take into account revenue, others the number of awards, still others the visibility of websites or customer reviews. Before you draw any conclusions, check what exactly was measured, who prepared the ranking, and whether the agencies paid for participation. A high position in the revenue ranking indicates that the agency is large, not that it will be the best for a medium-sized company in your industry. Treat the ranking as a starting point for discussions, not a final choice. It’s also worth comparing several rankings. An agency that appears high in various rankings measuring different things gives a stronger signal than one that wins only in one.
How do you know that this is the best PR agency for your company?
The best PR agency is the one that understands your business goals and can show how its work connects to them. It’s worth checking a few things:
- experience in your industry or similar communication problems,
- examples of completed projects with descriptions of the goal, activities and results,
- the team that will actually work on your project,
- the way of reporting and the frequency of meetings,
- a clear range of services and what is extra to be paid for.
It is also a good sign that the agency asks a lot of questions before presenting an offer.
What questions to ask before signing the contract?
At the meeting, ask how the agency will measure the results. The correct answer distinguishes four levels: actions, that is, what was done; reach, that is, who saw the message; change in the audience, for example in knowledge or opinion; and the result for the company. Also ask who will be your contact person, how communication looks in a crisis situation outside of working hours, and what the termination period is. Ask for contact information for an existing client who can talk about the cooperation.
Warning signs
Precautions should be raised by the promises of a specific number of publications in selected media; because the decisions about publication are made by the editorial boards. Similarly, the conversion of articles into advertising value. Such an indicator is not a recognized measure of PR results. It is also worrying that there is no concrete example, general reports, and the situation where a different team appears at a trade show than the one that later leads the project. A good protection is a short trial period or the first project with limited scope. It allows you to test the cooperation in practice before the company signs a long-term agreement.