Istota i cele komunikacji korporacyjnej w zakładach ubezpieczeń
The nature and objectives of corporate communication at insurance companies

Summary/Abstract: The Polish and global insurance market is becoming more and more demanding for its supply side. It is not sufficient, as was the case even a few years ago, to prepare an insurance package, remu- nerate an agent adequately and launch the product on the market. In the recent years, insurance companies, with respect to the most popular insurance products (motor insurance, property insurance), have tended to deteriorate the market, fighting only by means of the price. This in not, however, a good solution in the long term, and for this reason it is necessary to look for success opportunities in other fields of insurance activity.Communication with the environment should become one of the key elements of insurance companies’ long-term strategy. Each insurance company sends on everyday basis thousands of messages through its employees, agents, procedures and products. The point is that they are not always fully controlled and in line with long-term image and strategic objectives. Polish and in- ternational literature lacks studies combining two fields of science: insurance and business com- munication. Thus, a need to combine these two, so far separate entities has arisen.Communication of the insurance company with its environment offers a huge opportunity, but at the same time poses a great threat to its long-term, stable growth. It is even more important here than in the case of other industries, as the world of insurance is based on trust and reputa- tion. Without them the insurance company cannot operate.Introducing the reader to the world of insurance communication, the article presents defini- tions and types of communication used in insurance undertakings, as well as illustrates its main functions and objectives. It is an introduction to this issue and to the discussion on corporate communication management at insurance companies in Poland.

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