In short
- Jakie agencje PR wybierają dziś firmy?: Jednym z najważniejszych trendów branży PR jest hiperpersonalizacja.
- 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?: Większość firm z tej listy to agencje SEO i marketingu internetowego, a kolejność wynika wyłącznie z widoczności ich stron w Google.
- 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: Ranking agencji PR to zestawienie firm uporządkowanych według przyjętych kryteriów, na przykład przychodów, liczby klientów czy nagród. Nie istnieje jedna lista dobra dla każdego. Najlepsza agencja to ta, która zna Twoją branżę, ma sprawdzone doświadczenie i pracuje w sposób, jaki Ci odpowiada. Dlatego pytaj o kryteria rankingu i sprawdzaj referencje. Jak pracuje PR Commplace agency, opisujemy na stronie oferty.
Szukasz agencji PR i nie wiesz, czym kierować się podczas wyboru? Zależy Ci na opiece kreatywnego zespołu profesjonalistów, którzy wiedzą, jak zwiększyć widoczność Twojej marki w Internecie? Chcesz wiedzieć, jakie agencje PR cieszą się największą widocznością swoich stron w organicznych wynikach wyszukiwania Google? Poniżej znajdziesz zestawienie widoczności stron agencji w Google według danych z platformy analitycznej Senuto (kategoria tematyczna Marketing). To miara widoczności w wyszukiwarce, a nie ocena jakości usług PR – jak ocenić agencję, podpowiadają kryteria w dalszej części tekstu.
- Jakie agencje PR wybierają dziś firmy?
- 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.
Ile kosztuje agencja PR i co jest w cenie?
Ranking pokazuje, kto jest widoczny w wyszukiwarce, ale nie mówi, ile zapłacisz za współpracę. Stała obsługa przez agencję PR zwykle obejmuje strategię, relacje z mediami, przygotowanie materiałów i regularny raport z efektów. W Commplace pakiety PR kosztują: START 6 500 zł, STANDARD 9 800 zł, EXPERT 12 400 zł i PRO 18 600 zł netto miesięcznie, a różnią się zakresem pracy.
Zanim podpiszesz umowę z którąkolwiek agencją, poproś o rozpisanie, co dokładnie jest w cenie, kto będzie pracował nad Twoją marką i jak zostanie zmierzony efekt. W Commplace pracę PR wspierają nasze własne narzędzia: Commplace AI zbiera sygnały z mediów i rynku, a potem mierzy efekt, a Commwork AI ostrzega o temacie, który rośnie, zanim stanie się kryzysem. Zakres pakietów opisaliśmy na stronie z ofertą agencji PR Commplace. Mamy za sobą 30 lat pracy w PR i 350 marek.
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
Jakie agencje PR wybierają dziś firmy?
Jednym z najważniejszych trendów branży PR jest hiperpersonalizacja. Firmy oczekują ofert skrojonych na miarę, idealnie dopasowanych zarówno do misji i historii marki, jak i możliwości finansowych. Dziennikarze również oczekują od agencji PR w pełni spersonalizowanych treści. Dlatego klienci coraz chętniej sięgają po usługi niewielkich, ale wyspecjalizowanych agencji butikowych, które koncentrują się na niszy klienta i jego indywidualnych potrzebach. Coraz większą popularnością cieszą się także agencje zatrudniające specjalistów rozproszonych po całym kraju, a nawet świecie. Taka forma współpracy umożliwia czerpanie z dużo większych zasobów doświadczeń, wiedzy i kreatywności oraz na większą elastyczność w realizowaniu poszczególnych zadań. Jeśli porównujesz PR agencies pod kątem współpracy, skorzystaj z naszego poradnika, jak wybrać tę właściwą.
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.
Od kilku lat widać wyraźny wzrost znaczenia 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?
Wizerunek marki jest równie ważny, jak produkt lub usługa, których sprzedaż stanowi istotę działalności gospodarczej firmy. Nawet najlepiej skonstruowana oferta okaże się nieskuteczna, jeżeli nie trafi do potencjalnie zainteresowanego nią klienta, który będzie chciał z niej skorzystać. Dlatego coraz więcej firm docenia nie tylko możliwości własnej strony internetowej i mediów społecznościowych, ale także opcję do pokazania się na innych stronach i portalach. Obecność marki na podstronach o wysokiej pozycji w wynikach wyszukiwania Google nadal pozostaje nie do przecenienia. Właściwie zbudowane linki przychodzące i wychodzące, właściwa konstrukcja tekstów oraz odpowiednie natężenie wartościowych słów kluczowych to fundament optymalizacji wpływającej na widoczność marki w Internecie.
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.
Tworzenie i wdrażanie spójnej, atrakcyjnej i nakierowanej na konkretny cel strategii komunikacji marki to niezwykle ważny element budowania przewagi konkurencyjnej. To także skuteczne narzędzie budowania zaufania klientów. Klienci, którzy czują się dobrze poinformowani i zaangażowani w komunikację marki są wobec niej bardziej lojalni i chętniej polecają ją innym.
Which PR agencies are most visible in the Senuto ranking in the Marketing category?
Większość firm z tej listy to agencje SEO i marketingu internetowego, a kolejność wynika wyłącznie z widoczności ich stron w Google. Commplace jest w tym zestawieniu, ale przy wyborze partnera do PR liczy się co innego: doświadczenie w branży klienta, sposób mierzenia efektów i jasny zakres prac. Opisujemy to w tabeli kryteriów poniżej.
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.
Ile kosztuje agencja PR i co jest w cenie?
Ranking pokazuje, kto jest widoczny w wyszukiwarce, ale nie mówi, ile zapłacisz za współpracę. Stała obsługa przez agencję PR zwykle obejmuje strategię, relacje z mediami, przygotowanie materiałów i regularny raport z efektów. W Commplace pakiety PR kosztują: START 6 500 zł, STANDARD 9 800 zł, EXPERT 12 400 zł i PRO 18 600 zł netto miesięcznie, a różnią się zakresem pracy.
Zanim podpiszesz umowę z którąkolwiek agencją, poproś o rozpisanie, co dokładnie jest w cenie, kto będzie pracował nad Twoją marką i jak zostanie zmierzony efekt. W Commplace pracę PR wspierają nasze własne narzędzia: Commplace AI zbiera sygnały z mediów i rynku, a potem mierzy efekt, a Commwork AI ostrzega o temacie, który rośnie, zanim stanie się kryzysem. Zakres pakietów opisaliśmy na stronie z ofertą agencji PR Commplace. Mamy za sobą 30 lat pracy w PR i 350 marek.
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.