Challenge and analysis
The National Debt Register (KRS) is the first and the largest credit information office based in Poland. Multitude of information and data distributed by credit information offices and other entities and institutions taking care of the finances of legal and private persons made it necessary to work out a formula based, in the first place, on offering data of high quality, analyses, and showing a wide business context of a given branch.
Strategy
We have come up with an idea of creating extensive and quality branch-oriented reports made in collaboration with leading organizations associating entrepreneurs of a specific branch. In such a way, the agency has successfully implemented this idea and as a result of it we secured regular communications, commitment and direct access to the interested group of entrepreneurs (potential clients of The National Debts Register (KRD), and thus offered an outstanding product due to its content and visual appeal of the media materials
- For us – it is quality that counts not quantity – the agency did not limit themselves to just presenting the data compiled in the National Debts Register, but showed it against a wider background, including e.g. description and characteristics of macro situation in a given sector of economy, the reasons of specific circumstances and the factors impacting them positively as well as the barriers and hindrances
- Changing previous rhetoric dominant in the client’s press office releases – a shift from the style of „alarming and frightening” to „informing, explaining and showing opportunities and threats’
- Adjusting the schedule of report announcement dates to the ‘seasonability’ of a given branch
- A wide communications always aimed at the media/journalists handling business, general and regional news and the branch-specific media (selection on a case-to-case basis depending on a topic)
- Engaging partners – trade organizations connecting the majority of market players – in their work contribution to the reports
Realization
- Press office run by the agency in close collaboration with PAP (free-of-charge commitment)
- Expert positioning of the company’s representatives during one-on-one appointments with journalists, e.g. during important and valued economic events (European New Ideas Forum in Sopot, European Economic Congress in Katowice)
- Social Media (2 profiles on Facebook and 2 profiles on LinkedIn)
- 2 breakfast press releases- tightening direct relations
- Partner-owned channels (newsletters, internal memos, Social Media)
- Building Communications around the publication before distribution – as a result of arrangements made the agency secured themselves a support from PAP and a chosen journal
Effects
- Our agency prepared and published 5 trade-specific reports, 2 breakfast press releases and started collaboration with 4 branch-related partners (Polish Chamber of Commerce, Polish Chamber of Motorization, The Republic of Poland’s Chamber of Tourism, and the Union of Employers in Transport and Logistics Poland
- As a result of the actions taken in the above-described period the agency earned 1892 publications (Internet – 1449; press – 80; radio – 328; TV – 34)
- Information on the reports was frequently given by the key media targeted by the client, including: Polsat, TVP, Radio Zet, RMF, DD TVN (ten-minute talk), Polskie Radio, Rzeczpospolita, Dziennik Gazeta Prawna, Puls Biznesu, onet.pl, wp.pl, bankier.pl, and pl, among others