During the run-up to the mandatory rollout of the National e-Invoice System (KSeF), we helped IFIRMA build its position as an expert and trusted partner for micro and small businesses.
Challenge
The rollout of the National e-Invoice System (KSeF) was one of the most significant regulatory changes for micro and small businesses, affecting day-to-day company operations and the organization of accounting processes. As the deadlines for the system's successive mandatory implementation stages approached, demand grew for practical, understandable, and reliable knowledge.The campaign's goal was to strengthen IFIRMA's position as a trusted partner for businesses during this major transition and to reinforce its expert image in accounting and tax regulations. We wanted businesses to see IFIRMA not just as a provider of accounting tools, but above all as a brand that helps them understand new regulations and prepare for their implementation with confidence.
Solution
We planned our KSeF communications in two phases. The first, in January, addressed businesses' need to organize their knowledge under a "KSeF last minute" format. The second, in March, focused on the practical preparation of small businesses for the system's next implementation stage and on clearing up the most common doubts about its use.
We supported IFIRMA in conducting a survey among business owners, and then, based on the results and an analysis of the concerns and issues surrounding KSeF, we prepared and delivered two expert online media briefings. The sessions combined a presentation of IFIRMA's own survey findings, a discussion of current issues, and a Q&A session with the brand's experts.
To make it easy for editorial teams to pick up the story quickly, we developed a set of press materials and expert articles. In parallel, we ran media relations activities, including selecting and inviting media outlets, liaising with journalists, coordinating the experts' participation, and distributing materials after the events.
This allowed IFIRMA to join the media debate on KSeF with a practical, expert voice — not just explaining the regulations, but above all showing small businesses how to prepare for the changes in their day-to-day operations.
Effects
Intensive media relations efforts effectively strengthened IFIRMA's expert image around one of the most important topics for business owners in 2026.The brand's experts became active participants in the public debate on the KSeF rollout, commenting on the changes from the perspective of micro and small businesses' needs. A total of 29 media representatives took part in the two briefings, gaining direct access to the experts' knowledge and to IFIRMA's own survey findings.
The activities generated 121 publications during the campaign (press, radio, online), with total reach exceeding 2,300,000 recipients. Coverage appeared in outlets including Forbes, Rzeczpospolita, Money, Interia, WP, Business Insider Polska, Onet, Dziennik Gazeta Prawna, PIT, Forsal, InnPoland, Biznesenter, Wprost eGospodarka, Bankier, naTemat, Infor, Strefa Biznesu, Spider's Web, Telepolis, Bezprawnik, and Radio Nowy Świat.
However, the most important result was strengthening IFIRMA's position as an expert supporting business owners. From April to June, average monthly media presence (according to the metric used by IMM) reached 3.23 million, compared with 3.1 million during the campaign, while the average number of publications rose from 303 to 399. From April through the end of July, IFIRMA's expert appeared in a further 33 media publications.