Challenges of the Polish insurance market in the area of image building in the time of new communication channels

Abstract

The process of digitization of communication has significantly affected the challenges of the insurance industry towards its stakeholders in the context of image building. Insurers are forced to adapt to new rules based, among others for multi-channel communication, the ability to create an understandable message and cooperation between competitors, the aim of which is to build a positive image of the entire industry.

The aim of the article is to describe the most important factors determining the image of insurers in the times of increasingly digital communication and to indicate the most important directions to strengthen the sector's biosphere in the eyes of stakeholders in the context of modern communication channels, including social media. As an example of undertaking activities that meet the needs of the contemporary recipient, the author presents an image campaign conducted at the end of 2017 by the Polish Insurance Association. According to the author, the mentioned campaign is the first successful attempt to share the responsibility of the insurance market participants for the shape of its image both with regard to individual and business customers.