New NBP advertisements that appeared on selected websites lead directly to the article on the central bank's website. In the material, President Adam Glapiński discusses the possibilities of financing the Polish army for over an hour, at the same time emphasizing the apolitical nature of the institution he manages. This is a clear change – the advertisements no longer promote the general activities of the NBP, but focus on a specific message and the person of the president.
The campaign's message was clearly profiled around one material and one person – Adam Glapiński, who took over as the president of the NBP during the PiS government and the presidency of Andrzej Duda. The institution is no longer limited to publishing a position on its website, but actively directs users to it through advertising campaigns, bypassing traditional media editorial filters.
President of the National Bank of Poland: communication in the service of national security
According to Rafał Czechowski, CEO of the Imago PR agency, the president of the NBP in his speech clearly supports the arguments of the presidential palace regarding the veto of the SAFE program act. In an interview with Wirtualne Media, the expert points out that the material devoted to armament financing retains Adam Glapiński's characteristic style, combining pathos with storytelling, but this time it is more structured and focused on national security issues. Czechowski notes that the language of the speech is more monumental and resembles an exposé on security, rather than a typical press conference on inflation.
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The expert emphasizes that in his digressions, the president of the NBP is sometimes ironic and even aggressive towards anonymous journalists, publicists, MPs and economists. Czechowski points out that if the president's message were effective, the public would share his opinion that the NBP strategy is insightful and wise. But, he notes, because this isn't happening, there is frustration and a need to demonstrate the agency of the central bank board on important occasions.
The image of the NBP institution and personal associations
Prof. Ph.D. Monika Kaczmarek-Śliwińska from the University of Warsaw, an image building specialist, points out that such a strong emphasis on the apolitical nature of the NBP may be a signal of image problems. In her opinion, if the president has to emphasize the bank's independence, it means that this feature is already being questioned and the credibility of the institution may have been weakened. In an interview with Wirtualne Media, the expert notes that currently the image of the NBP is closely related to the person of Adam Glapiński, which means that any previous political associations of the president affect the perception of the entire institution.
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In her opinion, the current campaign may be an attempt to cut through these associations and regain control over the narrative. However, as he emphasizes, simply repeating declarations of apoliticality does not always bring the expected results, especially if recipients already have a strong opinion about the central bank. Additionally, the situation is complicated by the fact that there are critical voices inside the institution – prof. Joanna Tyrowicz from the Monetary Policy Council openly questions the president's actions both in economic and legal terms. According to Kaczmarek-Śliwińska, this may cause the audience to feel that the situation is unclear.
