Launching onto the Polish market - Public Affairs and Crisis Management

Firm: Glaubicz Garwolinska Consultants -- Warsaw
Client: International Paper Poland
Specialty Area: Public Affairs
Date: 07/07/2004


International Paper Poland


International Paper is the greatest papermaking company worldwide. IP was one of the biggest foreign investors in Poland. Its first investment in Poland was taking over one of the biggest Polish papermaking factory in Kwidzyn – Pulp and Paper Mill Kwidzyn in 1994, two years later the company bought Papermaking Factory in Kluczewo.

Starting situation of International Paper in Kwidzyn:

- weak knowledge of IP brand among potential Clients and journalists,
- negative perception of IP as a foreign concern which had took over the Polish national factory,
- weak knowledge of Polish conditions (cross culture communications) by representatives of IP,
- beginning of difficult technological rebuilding and restructuring program in Kwidzyn factory.


CHALLENGE:

The most important objectives were:

- building the brand awareness of IP in Poland – world-wide position, leader and innovator in paper trade,
- building the brand awareness of IP as a “good and effective investor” – know-how, modern technology, broad experience, new possibilities and chances for backward Polish factories,
- building the brand awareness of IP as a “friendly and caring” company which is involved in Polish and local (Kwidzyn) undertakings.
Additionally we had to pay special attention to culture differences - cross culture communications.


ACTIVITIES:

- media relations (press releases, press conferences with representatives of International Paper, publication of sponsored articles in selected trade and business media, “5- years in Poland" anniversary - media support),
- launching new products,
- activities in local communities - social programs – IP-Kwidzyn Care Foundation, pro-ecological investments,
- corporate sponsorship of events – among others IP became a sponsor of the prestigious “Meeting of the Polish Nobel Prize winners” event which took place in the Royal Castle in Warsaw,
- B-to-B – organizing annual meetings with potential and key Clients (representatives of the biggest Polish publishing houses) and presentation of International Paper, its new products and technologies, etc.

Special project

Crisis communication:
Negotiation in ownership conflict in factory in Kwidzyn – strike in Kwidzyn factory and conflict between Management and Trade Unions.
Information about conflict in Kwidzyn factory were not published in press. Since this time explaining all doubts and questions to the Trade Unions there were no any conflict.


RESULTS

At present International Paper Kwidzyn is one of the biggest papermaking factory in Poland. Analysis of press articles, prepared by Glaubicz Garwolinska Consultants, had shown that International Paper was perceived as a big world-wide concern which was interested in development of Polish economy, launching of modern technology to the Polish factories and taking care about its employees. In Kwidzyn IP is perceived as the biggest employer, which supports local communities.