Putting the ‘Personal’Back in Personal FinancesMedia relations, strategic counsel, crisis communications, spokesperson training

CASE STUDY“Ewing PR isn’t just a PR agency, but a team of strategic advisors who understand the many layers of issues involved in our business. They have an absolute perfect understanding of the media culture and have truly been excellent advisors for Home Credit.”

Zuzana Bienvenu, spokesperson Home Credit CZ

THE CHALLENGE

How could a large financial brand make itself relevant to the average Czech? This was the task that Home Credit, one of the Czech Republic’s leading consumer finance organizations, asked us to resolve.

The answer? Tell Simple & Relevant Stories. But before we could do that, we needed to create an internal talking head, an analyst, not a press spokesperson, but an analyst who would communicate with practical, street-level appeal.

How much should one save to throw a wedding? What does it cost to send a first grader to school? We explored these topics, drawing on survey data as well as international comparisons (content we created) and told the story, often with organically created numbers, from our analyst.

THE SOLUTION

• Year on Year media coverage increase by 33 %

• Michal Kozub ranked 9th most quoted analyst in Czech Republic out of 23 total (January – July 2013)

THE RESULTS

our analyst

THE RESULTSCompetitive Media Analysis: Home Credit’s media visibility, which is local, organic and relevant, far outreaches its main competitors Provident Financial and Cetelem by 17% and 30% respectively.