An anniversary that invites reflection. 25 Years of 24/7Communication: What endures
Twenty-five years is a long time in communications.
As we celebrate the 25th anniversary of 24/7Communication, I find myself reflecting on just how much the world has changed since our company was founded in 2001. When Dorota Zmarzlak started the agency, there was no social media, no smartphones and certainly no artificial intelligence. Press relations sat at the centre of our profession, and communication was often seen as a support function rather than a strategic business discipline.
Looking back, that world feels almost unrecognizable. Yet what strikes me most on this anniversary is not how much has changed. It is how much has stayed exactly the same.
Technology evolved. Media evolved. Expectations evolved. But business remains profoundly human. Companies still succeed because people trust them. Leaders still need credibility. Organizations still depend on the support of employees, customers, communities, regulators and partners. Twenty-five years later, trust still matters.
That simple belief has shaped 24/7Communication from the very beginning.
From humble beginnings to a market leader
Our story started with one professional, one client and a commitment to doing great work.
After supporting McDonald’s as a freelancer, Dorota Zmarzlak established Twenty Four Seven PR in 2001. More clients followed. A year later I joined the company. Together with many talented people who became part of this journey, we gradually built something much bigger than either of us could have imagined.
Today, as we mark our 25th anniversary, we are proud to be Poland’s leading independent PR agency and one of the country’s most respected strategic communications firms. We have had the privilege of working for some of Poland’s largest, most innovative and forward-thinking organizations, supporting them through moments of growth, transformation, opportunity and challenge.
Yet if you ask me what I am most proud of, it is not revenue growth, rankings or awards. It is the relationships.
The relationships that define us
The communications industry often talks about campaigns, creativity and visibility. We see something deeper.
Business is ultimately built on trust and relationships. Many of our clients have worked with us for many years, several for more than a decade. Hundreds of people have been part of our story. Many remain friends, partners, clients or members of our alumni community.
In a business world that increasingly rewards speed and short-term performance, those enduring relationships tell me we have done something right. Looking back during this anniversary year, I believe they are one of the clearest indicators of who we are and what we stand for.
Has PR changed? Yes… and no.
People often ask whether PR has changed over the past twenty-five years.
The answer is both yes and no.
Today’s clients expect much more than media relations. They expect strategic judgement, business understanding and deep industry expertise. They expect support in navigating transformation, regulation, geopolitical uncertainty and increasingly complex stakeholder environments. Communication has moved closer to the boardroom because reputation, trust and stakeholder support increasingly determine whether business strategies succeed or fail.
That evolution has created enormous opportunities for our profession.
At the same time, the essence of our work remains remarkably familiar. Organizations still need to explain themselves clearly. They still need to earn credibility. They still need strong relationships with the people who influence their success.
That is why we have never viewed our role narrowly as public relations. We help organizations navigate complexity, manage reputation, engage stakeholders, support change and make better decisions. Communication is not simply about what a company says. It is about helping organizations earn trust and maintain the support that allows them to move forward.
Why independence matters
Our independence has played an important role in enabling us to do exactly that.
Unlike many competitors, we remain entrepreneur-owned and independent. That gives us the freedom to move quickly, invest in people, think beyond quarterly results and build the company according to our values.
Independence allows us to keep a long-term perspective and focus on creating sustainable value for clients, employees and society. We never believed in shortcuts. We never believed in quick wins at any price. We believed in quality, trust and relationships that last.
As I reflect on our anniversary, I am convinced that this long-term mindset has been one of the most important foundations of our success. It has allowed us to make decisions not only for the next quarter, but for the next decade.
Above all, we are about people
Above all else, however, 24/7Communication has always been about people.
The longer I work in business, the more convinced I become that culture is one of the strongest competitive advantages a company can have. Not because it sounds good in presentations, but because culture determines how people behave when nobody is watching. It shapes how teams collaborate, how problems are solved, how clients are treated and how difficult decisions are made.
Over time, we gave our culture a name: #247WAY.
But the culture existed long before the name. It grew naturally through thousands of daily interactions and decisions made by people over two and a half decades. At its heart are simple principles: inclusiveness, transparency, trust, responsibility and care.
We believe people perform best when they feel respected. We believe ambition and wellbeing should go together. We believe honesty builds stronger relationships than politics. And we believe people should feel safe enough to be fully themselves.
These are timeless ideas. As we celebrate our 25th anniversary, they remain just as relevant as they were when we started.
Building a great and enduring company
The same philosophy is reflected in the vision we have set for the future.
A few years ago we articulated what we ultimately want 24/7Communication to become. We want to be a place where people thrive professionally and personally. We want to be a leading strategic communications firm trusted by the most demanding clients. We want to be a healthy business that creates shared prosperity. We want our work to contribute positively to society. And we want to build an organization that outlasts its founders and remains valuable for decades to come.
Together, these ambitions add up to a simple idea: building a great and enduring company.
To me, that is what this anniversary is really about. Not celebrating longevity for its own sake, but recognizing the foundations that make longevity possible.
Looking forward
Anniversaries naturally invite reflection. But for me they are not primarily about the past. They are an opportunity to ask what deserves to continue.
Twenty-five years after we started operations, my answer is clear: the trust we build, the relationships we nurture, the values we live by and the culture we pass on to the next generation of 24/7-ers.
The world will keep changing. New technologies will emerge. New channels will appear. New challenges will require new answers. Our profession will continue to evolve, just as it has throughout the first twenty-five years of our journey.
Yet if this anniversary has reminded me of anything, it is that trust, relationships and people never go out of fashion.
Everything else evolves. Those things endure.