At the EFNI Spring 2026 conference, experts discussed building a strong, credible image of Poland internationally through strategic communication and countering false narratives.
Traditional and Social Media
Contemporary communication relies on multiple, parallel narratives functioning in both traditional and social media, according to Małgorzata Mroczkowska-Horne. Significant differences exist between these two spheres.
“Today, we have a multitude of narratives. Classic media relies on facts and verified information, while social media operates faster and reaches a wider audience, though not always thoughtfully. It is crucial that these two worlds complement each other and speak with one voice,” she stated.
Promoting Poland Internationally
The Director General of the Confederation of Lewiatan believes effective promotion of Poland internationally requires consciously building a coherent narrative. This narrative should focus on economic development, innovation, modernity, and the dynamic pace of change within the country – aspects currently underrepresented abroad.
The Threat of Disinformation
Disinformation and the spread of fake news remain major threats to building a credible national image. The problem is exacerbated by the development of artificial intelligence and the increasing scale of informational manipulation, Mroczkowska-Horne emphasized.
“Disinformation is one of the plagues of our time, and we are all responsible for combating it,” she noted, adding that education – starting with the ability to distinguish facts from manipulation – is key to effectively countering false narratives.
Collaboration is Key to a Strong Narrative
Panelists agreed that, in the face of growing informational competition, developing consistent, credible, and disinformation-resistant communication strategies is crucial. Effective narrative building requires collaboration between media, public institutions, businesses, and content creators, as discussed at EFNI Spring 2026.
The conclusions align with the conference’s overarching theme: “Unleash Potential, Build Tomorrow.” A strong, consistent, and credible narrative about Poland can be a key tool for strengthening the country’s international position.
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