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Poland’s state bank has signed AMW PR, a top New York-based media relations shop, to pitch the refugee and humanitarian crisis brought on by Russia’s invasion of Ukraine.
AMW is to work with US and Canadian journalists, producers, bloggers, and podcasters under the six-month $150K contract with Bank Gospodarstwa Krajowego.
More than 7.6M Ukrainians arrived in Poland since the February invasion. though must have moved on to other countries or have returned home.
Poland will spend $8.3B by the end of the year for housing, health and other services for Ukrainians, which is more than any other country in Europe.
There’s a growing vocal anti-Ukrainian minority in Poland as the crisis plods on, reports the New York Times.
AMW’s job “is to create clear messaging that aligns with Poland's values and mission,” according to its contract with BGK.
It is to submit weekly media reports about “stories that affect Poland’s image and the key ideas that are being spoken about in U.S. media that mention or pertain to Poland or the campaign.”
AMW is headed by CEO Adam Weiss and president Angela Gorman.
BGK also has MikeWorldWide working the refugee beat under a contract worth $3M.
There’s a fine line between newsjacking and taking advantage, aka ambulance chasing. Our job as PR professionals is to tread it carefully.
PR firms need to be mindful of ways their work product may be protected by the attorney-client privilege whenever working with a client’s internal legal team or its external legal counsel.
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