How to communicate in CEE region? Part Two: Czech Republic

We have been asked several times recently how one can plan and manage an effective communications campaign in the CEE region. Local partner agencies of Worldcom PR Group are always a great help in these projects. We had an idea. It might be interesting for lots of readers if we asked some local colleagues in this region about their markets. In the coming weeks we’ll share with you answers from Poland, Czeh Republic, Romania and Bulgaria. Our second advisor is Patrik Schober, founder of Czech communication agency Pram.

What are the major communication trends in Czech Republic in 2021?

We can see three major trends in Czech. Companies use all possible communication channels, paid, earned, shared and own to communicate one content to their stakeholders. Second trend is tight with the PESO communication model and it is the value of communication, so companies pay attention to provide reliable measurement of communication. Third trend goes hand in hand with geopolitical situation and it is handling of disinformation, either in governmental level or commercial one.


What are the main communication challenges companies/brands has to face when entering Czech Republic?

It is language and the size of the market. I think it is very similar to any other Eastern European markets except Poland. Markets are small, so there cannot be awaited large sales and languages are unique, so companies cannot save some costs on translation and related operations or marketing, which makes entering the market pretty expensive. Companies have to be sure they will succeed, when they will enter the market.

Which are the top 3 social media platforms in your country?

Czech market copies the rest of the world. Facebook is the largest and rather older people are there and it is used by companies for both B2B or B2C communication. Instagram is second and it is very popular for youngsters or older audiences and companies got used to sell their products through it. LinkedIn as B2B platform increased its reach in past two years and it is very popular by companies for their communication.

Are traditional media channels (print, linear television, traditional radio) still popular or they are losing ground step-by-step?

There are new media either printed, TV channels, radios all the time, but at the same time they are all losing their readership and advertisers. Companies have so many other platforms to advertise. But traditional media see themselves as providers of content, which can be used in multiplatform way – traditional media + social media + video + podcast.

What about the popularity of new channels such as podcast in your countries? Do companies try to use them?

Traditional publishing houses are very good in new communication channels such as podcasts or videos, e.g. most popular podcast is “Vinohradska 12” of Czech National Radio, or Economia publishing house, which publishes business daily Hospodarske Noviny has great news website Aktualne.cz and discussion TV called DVTV.cz. There are many so called influencers who have their podcasts on various topics and some commercial companies are also investing into podcasts, but with questionable results or ROI.

What are the language preferences of Czech journalists? Shall a foreign company/brand use only local language materials (press releases, backgrounders etc.), or is English also acceptable?

For press releases it is a must to have them in Czech. Journalist will not read them in any other language, as they get enough content through localized press releases or through Czech Press Agency. On other hand if the content is interesting journalists were able to use materials in English. They do not like to have press conferences in English and usually there are no questions from their side, as they are afraid to talk publicly in other language.

What are the top5 general interest online media platforms which should be targeted if a company want to have visibility in your country as fast as possible?


Why is it better to use local PR agency instead of international newswire service?

As I am aware of, most journalists have set up automatic delete on emails from newswire services and they rather rely on PR managers whom they have relationship with or Czech Press Agency or their own research.

About PRAM

In 2002, Patrik Schober founded PRAM Consulting to deliver business momentum on arrival for international organizations. The agency talks to clients about providing new impetus in their business or gaining more market share. PRAM brings new activities to organizations to help them become leaders in their field. The ability to lead an organization or entire market can be captured in one word – leadability. And, delivering leadability for clients is central to everything the company does. The company is member of Worldcom PR Group, Czech PR Association, Czech Camber of Commerce and a few other associations.

 Patrik Schober

Patrik graduated from International Relations and Social Communication and completed internships at Holmes College in Sydney and the University of California Irvine. He began his career at publishing house Computer Press. He is founder and Managing Partner of PR agency PRAM Consulting, Patrik is a Chairman of the Board of Czech PR Association and in the past he was Chairman of the group of independent PR agencies Worldcom. He was awarded as PR Personality in 2018 and with his team he has won several global and local PR awards. He lives with his family in Prague and he is long distance runner.


András R. Nagy

Managing Partner