Sharing information and knowledge builds fundaments for economic growth and for sure builds an educated and more conscious society. Below you will find some of my articles (some are Polish version only), which cover my practical and theoretical experiences regarding communications, marketing, employer branding, management, and economics. Most of them were published in magazines or newspapers or were presented during conferences.
- Public Relations Trenbook 2023
(Public Relations Trendbook 2023,Trendbook Polska, January 2023)
A collective publication by Anja Laszuk, which gathers opinions on trends in public relations in 2023 and beyond among industry experts. The publication has its uniqueness by presenting the trends in a very condensed form, almost twiett. It is particularly interesting to bring together multiple perspectives representing different industries and areas of public relations. My observations and predictions can be found on page 45. It’s definitely a quick read. - Globally transforming the way we work with a modern hybrid workspace
(Intra.NET Reloaded Nordic, Copenhagen, October 2022)
October 2022 started with a very interesting event in Copenhagen, Denmark aimed at intranet technology and internal communication experts – Intra.NET Reloaded – USA l Berlin l Nordic. I had the opportunity to speak there about current technology trends and models for effectively building strategies for #digitaltransformation of enterprises in the area of collaboration and communication.Here are some elements to consider when designing a communication and cooperation strategy:
– Check how your company culture is prepared for the implementation of new digital communication and collaboration solutions. The compatibility of technology and organisational culture will determine the added value they will create for the company.
– There are expectations toward internal communication and collaboration platforms to be as easy to use as social media platforms.
– Security concerns – dilemma of balance between securing corporate data and do not negatively impact UX,
– Collaboration processes – between standarisation and total freedom – how to build corporate standards corresponding with values, culture and operational specification of company.
– Internal communication & collaboration platforms polarization – Google vs Microsoft + Workplace by Meta,
– Difficulties with adoption of new, cloud-based collaboration approach by more experienced employees,
– Personal relationships play a key role, however, shaping them is extremely complex in hybrid mode – new approaches are needed regarding team building processes,
– Collaboration processes go beyond organization and designing collaboration and communication platforms should take that fact into account,
– It is difficult to predict future development of intranet and collaborative tools with metaverse on horizon.
– Technology is changing in an unprecedented pace, so change management processes are playing crucial role in shaping companies’ competitive advantage. - Evolution of expectations and functions of communication and external relations in the new normal.
(Public Relation Congress, Rzeszów, September 2022)
Extract from a presentation at the Congress of PR Professionals in Rzeszow, where I addressed external and internal communications in the new normal. The basic question of whether there is a new normal and how it should be characterized. Undoubtedly, recent years have brought significant changes in human interaction and new tools that enable information flow. Information requirements and expectations on the part of senders and receivers have changed. In this new set-up, catalyzed by pandemic and geopolitical events, communication specialists need to find their feet. How to navigate through these troubled and as yet undiscovered waters? - Are we facing a redefinition of organizational culture?
(Personel Plus, Wolters Kluwer, June 2022)
In post-modern, networked organizations, one of the most important factors determining success, is the level of employee engagement, which is quite obvious from the point of view of modern management theory. However, in recent years we have seen significant changes in the stability of commitment levels, which was particularly accelerated during the COVID-19 pandemic. The result is a trend described as the “Great Resignation”, which refers to employees leaving their jobs, often without having a professional alternative at the time. The trend is affecting both the United States (a record 3% in December 2021) and Europe, with the resignation rate on the old continent hovering between 1.9% and 6% depending on the country. - How COVID-19 pandemic has impacted internal and external communications?
(Puls Biznesu, December 2021)
Brief press comment regarding COVID-19 pandemic’s impact on internal and external corporate communications. - Not only metrics are important
(Personel & Zarządzenie, February 2021)
In recent years, in the area of human resources management, we have seen a major shift in the technological and human dimension, driven mainly by data and systems that are of real importance in shaping the HRM strategy or the entire enterprise. A decade ago, the impact of data on shaping these processes was limited because they usually dealt with what happened, less considering the future and its non-linear nature. Today, the way of looking at the future and the attempt to model it has changed. This opinion covers the topic of shaping of metrics in the field of human resources management, taking into account today’s business needs and potential of technology. - Report on Internal Communication challenges 2025 – how to prepare for the new normality and organisational expectations?
(IC Mobile, December 2020)
The discipline of corporate communication is constantly evolving, which is directly related to social, economic and technological changes, as well as the challenges faced by enterprises. And this is not surprising, because changes are an inherent feature of our lives, but what is new is the pace of their occurrence. Thus, communication leaders need to be able to deal with the volume of information on the one hand and the speed of its flow on the other hand. But today, in the field of communication, it is not only about the flow of information, its effective delivery to the recipient or the tools used, but about the value that this information creates for the company. And this is a relatively new approach to looking at the communication area, especially considering that two decades ago it was an area treated as a “nice” addition to the organizational structure, and today it is considered a strategic area in many mature enterprises. So what has changed and in what direction should communication experts prepare themselves in the next few years? The full version of the report with observations of other communication experts can be found on the IC Mobile website: click here. - Think of the event as a whole, not one second in the script
(MICE Poland, September 2020)
The organization of a company’s corporate event of strategic importance is always a complex project that should be approached based on proven methodology, and at the same time having an open mind for new solutions and ideas. The interview raises the issue of a recipe for the perfect event, indicates the features/competences of a good event manager, refers to the relationship between events and technology, which on the one hand fails, and on the other allows creating space for meetings and events in the difficult recent months dominated by COVID-19. - The new equilibrium – COVID-19 vs technological readiness
(Personel Plus, July 2020)
The changes in the environment that we have been observing for several months, related to the global COVID-19 pandemic, have revealed the importance of technological maturity of enterprises, both in terms of IT infrastructure and corporate culture. This readiness to act, taking into account an alternative mechanisms of cooperation, communication, the possibility of selling and providing services, has defined the starting point of enterprises in the face of a new normality and an economy that can function, predicted by The Economist, for a time at 90% of capacity. - Trust – the real engine of digital transformation.
(Personel Plus, March 2020)
Trust has fundamental importance in building the market success of an enterprise regardless of market and sector. The article addresses the problem, often overlooked in management literature, related to the importance of trust (internal and external) in the area of digital transformation. It can be argued that in the event of its organizational deficit, it is not possible to make agile adjustment to market changes/disruptions, which is associated not so much with the difficulty of technological implementation, but with a human factor that may lack confidence in change. - Candidate & employees experience – experience is not the welcome pack
(Personel Plus, January 2020)
How to build a candidate and employee experience taking into account economic, technological and social changes? How interdependent is internal and external employer branding in the corporate value creation chain? Check for some answers in the article. - Toward the digital workplace – how to build an effective working environment?
(Personel Plus, October 2019)
A digital workplace is a reality. Workplace by Facebook, Office 365, Jive, Sharepoint and number of other digital products create a new collaborative and communication environment. How to not get lost, how to make it effective and how to increase the adoption rate? Some answers you will find in the article. - The great disruption – how to deal with changes?
(LinkedIn, May 2019)
How to prepare future managers to cope with constant changes in the business environment. Why business should be concerned about disruption outside the business. How to proceed with change management? - The blurred lines_- Marketing & Communications interdependencies.
(LinkedIn, April 2019)
Cooperation between marketing and communications used to be a ride on a bumpy road. The new challenges have set both disciplines to be in harmonious collaboration in order to generate value for company, brand, employees, and investors. How about your experiences? - Media crisis anatomy. How to avoid it and how to predict it?
(Trio Conferences, Warszawa, April 2018)
– How to handle media crisis in the hyper transparency era – case study,
– Methods and solutions which support crisis management
– Corporate anti-crisis culture – how to build and maintain it? - On-line & social media policy as a reputation guard. How to prepare for the media crisis?
(Kongres Profesjonalistów PR | PR Professionals Convention, Rzeszów, April 2018)
– Media crisis anatomy,
– How to predict media crisis?
– How to build internal governance to handle media crisis
– How to establish anti-crisis corporate culture? - Employer Branding and CSR – how to make synergic effects to build the employer’s reputation
(BMS Group, Warszawa, February 2018)
– Corporate reputation factor while acquiring new employees,
– Sustainable development strategy impact on internal employer branding,
– Transparency and reputation – mutual interdependence. - Communications Manager 2020 – how to be prepared for future challenges?
(Trio Conferences, Warszawa, October 2017)
– Set of new competencies required for communications leaders,
– Impact of technologies on communication discipline,
– How to measure communications outcomes and which KPI’s are best to be used,
– How to develop new competencies to be real change advocate and stay ahead,
– New c-suits demands toward communications professionals and how to cope with them? - How to build the best sales team?
(Sales Team Management, Blue Business Media, April 2017)
– How to build an employer image in order to attract the best sales talents?
– Digital channels role in building relations between organization and candidates,
– On-boarding – how to do a great induction to build engagement and understanding of the organization,
– How to improve collaboration methods in order to achieve business goals,
– Golden tip for goodbye. - Effective communication strategies for Shared Services Centers, so how to communicate changes in organizations to keep the best talents on board and improve employee engagement.
(Trio Conferences, March 2017) - Communication, tech and human factors: how can technology drive communication and business?
(Intra.NET Reloded Berlin, we.CONECT GLOBAL LEADERS, April 2017)
– Do you think we should shape a new corporate culture to support digital transformation?
– How to exploit Mobility opportunities for more efficient collaboration and communication?
– The world is changing quickly. How to communicate and manage changes which are part of digital transformation in our organizations?
– Digital workplace a trend or necessity? Are we and our co-workers ready for that? What cultural changes are needed in order to succeed?
– What is your idea about the maximization of the adoption rate of new digital solutions by more experienced employees? How to enable them to jump into the digital transformation process? - How to build epic sales team?
(Sales Team Management, Blue Business Media, April 2017)
– How to build employer branding in order to attract best in class talents?
– How to exploit digital transformation’s potential?
– How to make great induction/on-boarding to the sales team?
– How to improve cooperation within the team?
– Some final advice 🙂 - Effective communications strategies in Shared Service Centres (SSC). How to communicate effectively changes within organisation in order to keep talents and improve engagement?.
(Trio Conferences, March 2017) - Communication, tech and human factors: how can technology drive communication and business?
(Intra.NET Reloded Berlin, we.CONECT GLOBAL LEADERS, April 2017)
Do you think we should shape a new corporate culture to support digital transformation?
How to exploit Mobility opportunities for more efficient collaboration and communication?
World is changing quickly. How to communicate and manage changes which are part of digital transformation in our organizations?
Digital workplace a trend or necessity? Are we and our co-workers ready for that? What cultural changes are needed in order to succeed?
What is your idea about the maximization of the adoption rate of new digital solutions by more experienced employees? How to enable them to jump into the digital transformation process? - How to build an epic sales team?
(Sales Team Management, Blue Business Media, April 2017)
– How to build employer branding in order to attract the best in class talents?
– How to exploit digital transformation’s potential?
– How to make great induction/on-boarding to the sales team?
– How to improve cooperation within the team?
– Some final advice 🙂 - Effective communications strategies in Shared Service Centres (SSC). How to communicate effectively changes within organisation in order to keep talents and improve engagement?
(Trio Conferences, March 2017) - Talent war, few words about marketing on the labor market
(Miesięcznik Inwestor, June 2011)
Employer branding is trendy – no doubts. But its importance for a company couldn’t be overestimated and definitely shouldn’t be treated as another short term marketing campaign. Moreover, it is not about modern terminology, but about overtaking competitors in attracting best available talents on the labor market. Best talents will assure sustainable development and competitive advantage. Please read more in the article below. - Huston, mamy problem…
(Miesięcznik Inwestor, February 2011)
This short publication has a purpose to show the architecture of the crisis within a company and challenges which stand in front of the communication officers and teams. Quite often small events, which had seemed to be innocent appeared to be monsters in disguise, devastating the company. To know more, take a few minutes to read the paper below. - Today better not to be in a hurry…
(Miesięcznik Inwestor, January 2011)
The article treats about the importance of marketing researches in the management decision making processes. In Poland, marketing researches are more often related to the promotional areas, while in the more developed countries this field is understood in a much wider context – to know more just take a minute to read the article. - How to make an Office building become a star?
(Pólrocznik Biurowce w Polsce, Autumn 2010)
The article is about commercial real estate marketing. Recent years have shown the importance of proper product positioning on the market, particularly in times of economic recession. Products that were properly positioned caused their owners little or no worries even in harsh market conditions. These are the stars, that can shine through the cloudy sky. - Looking for innovations
(Inwestor Magazine, October 2010)
The article is focusing on the importance of innovations for economy growth. The article is pointing at imperfections of the Polish model of innovation’s sourcing and recalls the best examples from other countries. - Cooperation of science and industry as an economic growth’s stimulator
(Miesięcznik Inwestor, September 2010)
Another article in the series regarding cooperation between industry and research institutes as a competitiveness driving factor. The article describes cooperation models and best practices in that field with a special focus on the Scandinavian countries. - Tourism industry as a chance for accelerated development for emerging economies
The today tourism industry, under which could understand all commercial processes related directly or indirectly to tourism, has undoubtedly a significant impact on the global economy. What the last decades have clearly demonstrated, globalization together with capital and people freedom of movement encourages and supports further tourism development what as result positively affects the region and whole countries.
(Inwestor Magazine, June 2010) - Public transport as a marketing tool
This publication tries to present some practical approaches and possibilities how to use public transport as a marketing communication channel. Moreover, it tries to answer the question regarding how to conduct marketing actions in the city space and keep its color consistency.
(Inwestor Magazine, April 2010) - National marketing – a common business
Many articles and publications have been created so far regarding the promotion of Poland as a tourist destination. But despite a good theoretical basis, positive effects are not clearly visible. Is it possible that the theory and practice do not live together in one house?
(Inwestor Magazine, Marzec 2010) - Communications, stupid – article regarding importance of internal communications within company
(Inwestor Monthly Magazine, February 2010) - How to organize the team responsible for initial public offering and investor relations
(Parkiet daily newspaper, February 2010) - Organization of communications processes as a key factor in achieving market success
(Inwestor Magazine, January 2010) - How to efficiently use of internet technology in investor relations and corporate communication” – some comprehensive review of how to conduct corporate communications exploiting the potential of the internet.
The presentation showed to Polski Instytut Relacji Inwestorskich, November 2009, PIRI - Corporate communications in the turbulent times” – some ideas how to conduct corporate communications when market information demand rise and markets are driven by uncertainty.
Przegląd Finansowy, April 2009 - The strategy of communication in the turbulent times
The presentation showed during Kongres PR in Rzeszów, April 2009 - Corporate communication as a company value-adding tool
Article published in Gazeta Giełdy Parkiet,, April 2008 - Business—science partnership—knowledge base economy model
Presentation is consecrated to the description of cooperation between business and science and potential benefits - Ethic in Investor Relations and Corporate Public Relations activities
The article concerns the ethic issues in the activities of Investor Relations and Corporate Public relations - Reporting efficiency of tomorrow needed today
The article describes the XBRL reporting technology, that makes financial reporting fast and convenient - Knowledge-based economy
The article describes the economy based on the knowledge and possibility of implementation of this model in Poland - Internet in investor relations
The presentation is about the usage of Information Technology in investor relations activities. - Come back to us…
Article main aim is to stress the importance of guest relations processes and quality of provided services - How to get to hotel through kilobits…
Article concerns to the hotel reservation processes supported by the Internet - To be or not to be a virtual hotelier…
Article concerns the implementation of Information Technology in the hotel company