Komunikacja zakładu ubezpieczeń z otoczeniem w kryzysie zaufania
Communication of insurance company with the environment in trust crisis

Summary/Abstract: The article tries to define the communication crisis of financial services. In the further part the author basing on the proposition of a communication pattern scheme and the model of the insurance company’s environment indicates places in which the communication crisis may appear and where it may have the most severe consequences. The elaboration ends with a proposition of information flows during the crisis, covering the most important elements of the insurance market that is insurers, customers, media, insurance brokers, universities, supervisory authority, ownership, opinion leaders, and consumer organizations. The goal that the author has set is connected with putting the attention of the academic and business environment on the necessity of creating a mutual communicational platform between insurance industry and the environment. Without that it will be difficult to reach success in perceiving the insurance institution society as trustworthy and allowing for building the sense of safety among its recipients.

• Details
• Contents