Kultura pracy w zawodzie specjalisty PR w telewizji
Working Culture in the Profession of PR Specialist in Television

Summary/Abstract: Promotional campaigns of TV shows often generate a lot of interest and media attention because of their originality and panache. Yet, we know very little about the people who actually plan and execute the promotional activities for television programmes and the institutional context within which they work. This article promotes a reflection on the work culture of practitioners in the marketing departments of Polish TV stations. The aim of the article is to develope knowledge and understanding of TV promotion as a professional discipline and cultural practice in media production. In order to examine the area that has been so far absent from Polish media studies, the article relies on in-depth interviews with TV practitioners, more specifically PR experts responsible for promoting Polish television programming. Reflections of PR practitioners about their own work and their institutional context provide empirical evidence that allows us to look at the promotion of television programming in ways other than through their effectiveness. The ethnographic research into the marketing departments of Poland’s broadcasters offers a fuller understanding of the creative sector and media production in the television industry.

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