Case study - media relations
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insight: using the expert knowledge of ANG credit intermediaries
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PR activities: economic analyzes based on own research and quick expert comments
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effects: the reach of the publication in 2025 was over 60 million recipients
How did we use the data and knowledge of lending experts to engage in the media debate on housing?
With an extensive network of loan intermediaries throughout the country and access to unique first-hand data, ANG Responsible Finance had a real potential to bring a new quality to the public discussion about housing. The cooperation with the PR agency was aimed at organizing these resources and translating them into substantive analyzes that would be up-to-date and useful for the media and participants of public debate.
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Challenge: greater brand recognition in the media
ANG Responsible Finance has been playing an important role on the credit and insurance intermediation market in Poland for years. The aim of the cooperation with the PR agency was to increase brand recognition and its media presence in the conditions of strong competition in the credit intermediation segment.
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Insight: using the unique expert knowledge of ANG credit intermediaries
ANG had a unique resource - its own data and the knowledge of experts working "in the field" - but it needed a coherent strategy to effectively introduce these resources to the media. All the more so because the housing market remains one of the most intensively commented topics of public debate - from government programs, through real estate prices and availability of loans, to decisions of the Monetary Policy Council. The key task for the PR agency was to translate scattered data and first-hand experiences of experts into understandable, up-to-date and media attractive narratives.
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PR activities: combining data with expert knowledge
Profeina designed a PR strategy based on a combination of data, expert knowledge and current market contexts. The foundation of the activities are two complementary pillars of communication:
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Effects: strengthening the position of an expert in public debate
Statements and analyzes by ANG experts regularly appear in key opinion-forming and economic media, including: Bankier.pl, Money.pl, Tok FM, Rzeczpospolita and Pulse Biznesu, but also mass media such as Onet, Fakt or Eska Rock. The total reach of the publication reaches several million recipients quarterly, and in 2025 alone it amounted to over 60 million recipients (source: Mediaboard).
Thanks to the systematic use of data and knowledge "from the market", ANG has become a recognizable and reliable source of comments regarding the availability of mortgage loans, as well as, more broadly, the personal finances of Polish women and men.
