HRK S.A. appoints new Head of Marketing and PR

Monika Witon, as Head of Marketing and PR, will lead the communications team at HRK S.A.

In the newly created role, she will be responsible for the strategy and execution of offline and online marketing activities, branding projects, content marketing and media relations.

Monika Witon has over 10 years of experience in marketing and PR, employer branding and CSR. She joined HRK from the dentsu group, where for more than 6 years she delivered projects in B2B communications, digital marketing, media relations and internal communications. She supported the group's management board and individual agencies in corporate and crisis communications. As PR Lead, she also worked with the teams at Isobar agency, supporting them in PR activities carried out for the agency's clients. As part of dentsu's CSR efforts, she also worked on campaigns for the NGO sector, including for the ITAKA Foundation and Rak'n'Roll Wygraj Zycie!.

What will the new Head of Marketing and PR be responsible for?

She gained her experience working in the communications departments of the WPP group and K2 Internet, as well as at the price comparison site Skapiec.pl. She is a graduate of the Brand Strategy School run by the SAR Marketing Communication Association and of postgraduate studies in digital marketing. She is also a student of postgraduate studies in sustainable development at Kozminski University.

HRK S.A. is a Polish company specialising in HR consulting and the digitalisation of HR processes. Thanks to its experience in 4 key HR areas (recruitment, employee assessment and development, employer branding and payroll systems services), it provides clients with the highest quality of service. Since 2000, it has supported managers in acquiring employees and effectively managing staff.

Key concepts from the article

B2B — Business-to-Business. A business model in which a company sells products or services to other organisations. The decision-making process usually involves more people, a longer sales cycle, proposals and expert content.

Why it matters: It forces a different kind of communication: the decision is made by a committee, the cycle lasts for months, and the content must convince an expert, not a consumer. Effective B2B marketing is about knowledge and trust, not impulse.

What will the new Head of Marketing and PR at HRK S.A. be responsible for?

When it is used: When selling to companies: expert content, long cycles, proposals, business relations. It is used in two areas: B2B marketing and as a business model (company-to-company sales).

What happens if it is overlooked: Treating a business client like a consumer ends in a campaign that shines but never makes it through the purchasing department.

PR — Public Relations. Activities that build an organisation's reputation and its relations with its environment: media, clients, employees, partners and communities. PR covers press releases, media relations, crisis management, events and brand narrative.

Why it matters: It builds what no advertisement can buy: credibility in someone else's voice. An editorial publication and a well-handled crisis weigh more than a campaign — because it is a third party speaking, not the brand about itself.

When it is used: Constantly: media relations, press releases, interviews, events; especially in a crisis and during changes at a company.

What happens if it is overlooked: Without media relations, a company speaks only through paid channels, and in a crisis it is left without spokespeople and without trust.

Summary

Monika Witon has joined HRK S.A., taking on the newly created position of Head of Marketing and PR. The specialist with over 10 years of experience will be responsible for offline and online marketing strategy, branding, content marketing and media relations. Previously, she worked for more than 6 years at the dentsu group, where she delivered B2B projects and supported Isobar agencies, and was also involved in CSR campaigns for the NGO sector.

HRK S.A. is a Polish HR consulting company operating since 2000, which combines recruitment with the digitalisation of HR processes. Appointing a dedicated person to manage communications shows that HR companies increasingly treat employer branding and PR as a tool for building an advantage in the B2B services market.