safety - PKN Orlen

PKN ORLEN – a brand open to dialogue
MARKET
PKN ORLEN
– a brand open to dialogue
Leszek Kurnicki
Executive Director,
Marketing and Corporate Communication
New business ethics requires that companies be open
and attentive to the environment. Such an attitude
is a very important proof of the company’s genuine involvement
in implementing the CSR concept, and its success
to a large extent depends on the quality and effec tiveness
of communication with the environment.
Long-term relations with stakeholders should be based
on dialogue and mutual understanding of each other’s
needs and expectations. This is the way to turn responsibility
into a natural element of the mechanism creating
the company’s goodwill.
Each of the large groups of PKN ORLEN’s stakeholders
requires an individual approach. Let me explain this
on the example of corporate communication. We have
developed time-tested methods of communication
and dialogue with our employees. Our internal bi-weekly
newsletter “ORLEN ekspres” has been a popular medium
of communication for many years. The programmes
broadcast by ORLEN Studio, the corporate radio station,
have also found an eager audience among our
employees. These traditional media are accompanied
by the dynamically developing intranet.
In 2010, we conducted an innovative study in order
to better understand the expectations of our stakeholders.
We dedicated the study entirely to the CSR
issues. We hope that its consecutive editions will help
us improve the quality of our contacts with the environment
and make the dialogue easier. This objective
is also to be served by advancing the methods of communication.
And indeed, we communicate proactively by means
of a broad variety of information channels, ranging
from the corporate website to other channels dedicated
to the respective areas of PKN ORLEN activities. Our
stakeholders have also noted our presence in new
media. Setting up the VERVA Street Racing Facebook
page in the spring of 2011 proved a great success.
The actions taken on the fan page resulted in an almost
500% increase in fan activity.
These results entitle us to believe that we have taken
the right direction towards improved dialogue with our
stakeholders, incorporating a broad range of means
and methods of communication. We continue applying
time-tested methods, but at the same time we are
aware of and react to the changing requirements
of our environment.
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