Communicating about the Polish Deal
Find out how our agency, through expert PR and effective media relations, has enabled inFakt to become one of the most visible commentators on the Polish Deal tax reform.
Challenge?
- Communicating about the broadest tax reform in years.
- Navigating an environment of ambiguity regarding planned and implemented legislation.
- Providing genuine support to entrepreneurs and accountants in understanding the impact of the reform.
In 2021, the Polish government announced plans to introduce the Polish Deal (Polski Ład), the broadest tax reform in years.
InFakt, a company that provides modern accounting solutions through its web application and mobile app, took an active role in the discussions around the laws and provided explanations of the legal and tax complexities associated with the reform. This goes in line with their mission to simplify the lives of entrepreneurs.
Despite facing challenging conditions such as frequent changes in the draft of the reform, uncertainty regarding the proposed solutions (preliminary concepts vs. specific assumptions), and the need to respond quickly to unexpected government announcements, the experts from inFakt, in collaboration with the SAROTA PR team, undertook the challenge of effectively communicating the details of the Polish Deal.
Solution!
Both the agency and the inFakt team mutually agreed to prioritize the communication of the Polish Deal in the company’s outreach efforts. They decided to direct all available resources and communication activities toward explaining the complexities of the reform. Piotr Juszczyk, Chief Tax Advisor at inFakt, was appointed as the designated expert to speak to the media. They established a streamlined procedure to quickly obtain information from the expert, which was then used by the agency to prepare press materials for distribution.
Given the extensive media coverage surrounding the Polish Deal, the tactical approach was to identify provisions and aspects of the reform that were of great importance to entrepreneurs but hadn’t received sufficient attention or communication.
To gauge the opinion of entrepreneurs on the changes implemented under the Polish Deal, inFakt conducted a survey asking for their feedback on the proposed regulations and their plans regarding implementation. This allowed inFakt to identify the most significant challenges for businesses and tailor their communication to meet the expectations of entrepreneurs. The results of the survey were announced during an online press event.
In collaboration with wykop.pl, two Ask Me Anything (AMA) sessions were organized with the participation of Piotr Juszczyk and Włodek Markowicz. These events provided entrepreneurs with a direct opportunity to ask the experts questions related to the Polish Deal.
A commitment was made to comment on the government’s plans solely based on merit, in order to foster trust in the expert’s independence and to build a positive reputation within the industry.
All insight, no fluff:
- Establishing the Polish Deal as the company’s key communication priority and focusing all PR activities on explaining its implications for entrepreneurs.
- Appointing the company’s lead expert for media commentary and implementing a fast-track process for obtaining expert opinions.
- Identifying less frequently discussed yet business-critical aspects of the reform, enabling the company to stand out in an intense media environment.
- Conducting a survey of entrepreneurs’ opinions on the reform, accompanied by the organisation of an online media event dedicated to presenting the results.
- Actively engaging entrepreneurs through direct dialogue with an expert, including AMA sessions carried out in cooperation with wykop.pl.
- Basing communication on neutral, fact-based commentary, reinforcing the company’s image as an independent and credible expert.
Effects
inFakt’s voice became one of the most prominent in the media discussion surrounding the Polish Deal, contributing to better preparation of entrepreneurs for the forthcoming changes.
From May 2021 until the end of 2022, a total of 90 press releases and individual media commentaries were produced, all related to the Polish Deal.
The online event was attended by 13 journalists from leading Polish publications, including Gazeta Wyborcza, Puls Biznesu, Rzeczpospolita, businessinsider.pl, wprost.pl, Fakt, and interia.pl.
Overall, the media relations activities generated almost 1,800 publications from the beginning of the communication efforts until the end of 2022. These publications included major media outlets critical to brand communication, such as Gazeta Wyborcza, Rzeczpospolita, Puls Biznesu, RMF FM, Radio ZET, Businessinsider.pl, Money.pl, Interia.pl, Wprost.pl, Spidersweb.pl, and others.
During the two AMA sessions, more than 700 questions were asked on wykop.pl, and the session page received visits from 44,000 users.
As a result of their media relations efforts, Piotr Juszczyk became the host of webinars for entrepreneurs organized by the publisher of Puls Biznesu. He has also become a go-to expert for accounting and tax topics for many media outlets.
1,800+
media publications generated through media relations activities
90
press releases and expert commentaries
44,000
users attending AMA sessions
700+
questions asked by entrepreneurs to the expert
Expert of first choice
Piotr Juszczyk became a regular media commentator on taxation and accounting.
Top-tier media coverage
Gazeta Wyborcza, Rzeczpospolita, Puls Biznesu, RMF FM, Radio ZET, BusinessInsider.pl, Money.pl, Interia.pl, Wprost.pl, Spidersweb.pl, and others
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