Abstract:

This article contains a synthetic image of the public relations market in Poland, which is the result of the analysis of research conducted in 2019 on a sample of 253 PR representatives using the auditorium testing method. It is a continuation of a project initiated in 2017, which included 157 practitioners and researchers representing the sector. The main goal of the article is to measure the condition of PR market in Poland, described using statistical analysis and taking into account its main qualities. Nonprobability sampling was employed in the research methodology, and the research was conducted mainly among people handling communication in companies. The main goal of the project was to design, and then calculate a condition indicator for PR market in Poland based on analysis of the reliability and building statistical indexes. This article presents the results of two formerly conducted research projects (in 2017 and 2019), describes original analytical tools, presents the condition of PR sector in Poland, and can be a starting point for further international comparative analyses.