MAXIMIZING YOUR PR POTENTIAL
by Steve Lawrence
'This industry needs all the good PR it can get,' says Steve Lawrence, insurance consultant and marketing expert. 'And in the long run, no one does a better PR job for the industry than agents.'
Lawrence spent almost 34 years with Insurance Company of North America. He has also served on the Insurance Information Institute, the PR arm of the industry, as a PR advisory board member. He is now president of his own consulting advertising agency.
'I believe an agent should have a marketing plan, an advertising plan, and a public-relations plan which addresses 12 months at a time,' Lawrence asserts.
He discusses his 10 tips for maximizing PR opportunities. They are:
1. Be an information resource for the news media.
Print and broadcast business reporters are always looking for a good information source. Whom do they call? The people they know.
Getting to know the news media is not difficult. Call and ask to stop by for a get-to-know-you meeting. Do this systematically and cover all the local media.
For a small insurance agency, one person might arrange all contacts. In a larger agency, different staffers can handle different media-for example, one person does print, another does radio and TV.
Few, if any, reporters are 'out to get you' or intend to make you look bad.
Most are looking for reliable, quotable sources of information.
2. Take advantage of anniversaries and milestones.
The average agency probably reaches some kind of milestone every year. Let the world know about it!
The most important milestone is the anniversary of the agency's founding. Celebrate every time a nice round number is reached: 10, 25, 50 years, and so on.
At a minimum, send a press release and picture to the local media. If the agency is significantly older, perhaps 75 or 100 years, consider writing a brief history of the agency (a page or two) and reproducing a picture of the old days.
You can do more than garner publicity. Hold an open house at the agency. Send clients a letter about the milestone. Print the brief history on special anniversary stationery or in an inexpensive pamphlet.
Major anniversaries don't occur often. In the interim, use other anniversaries. Perhaps the agency has been with a certain carrier for 25 or 50 years. Announce this with a news release. If your agency represents a carrier celebrating its anniversary, send out a news release.
Other milestones can add grist to the PR mill. An appointment by a major carrier might be one. Landing a major Commercial account can provide an opportunity for a news release (providing it's okay with the client). Reaching a premium level, such as $5 million for the first time, could provide another news release.
3. Create events.
Sponsored events offer public relations and marketing opportunities. The possibilities are limited only by your imagination and budget.
Sports are a fertile area. You could hold a golf or a tennis tournament, a bicycle safety 'roadeo,' or a road race. Sports events involving amateurs don't have to be expensive. For more lavish events, solicit the support of others in the business community.
You can also sponsor an event that makes money and donate the proceeds to charity.
4. Communicate with clients continually.
Probably the easiest and least expensive way to communicate continually is through a newsletter published four to six times a year. The newsletter reminds people that the agency is there for more than collecting premiums. Provide useful information to customers about anything from Homeowners insurance to jumbo Commercial Lines.
Few agencies have the resources required to research, write, edit, produce, and print their own newsletters. Most turn to newsletter services, such as those provided by IMMS. Standard newsletters can be personalized for a modest extra charge to include such items as the hiring or promotion of personnel.
In addition, send clients letters when something important occurs, such as a significant change in insurance law or regulation. Or, instead of a letter, try a single-sheet 'news flash' bulletin as an alternative.
Or write an annual report-not the fat, statistics-laden kind that IBM produces, but something short and pointed about what the agency has done during the past year. The annual report could be designed in the form of a letter.
An agency doesn't need a high-priced PR firm to do such a report. Local free-lance writers, such as moonlighting reporters, can write them for a modest fee.
Every agency should have a brochure that's revised every three to five years. Again, an agency doesn't need to spend a fortune, but the brochure should convey the agency's professionalism. One popular format is a three-fold that fits in a business envelope.
Most people use a professional designer for the brochure but write it themselves, especially if the brochure consists mostly of 'bullets' and headlines. But if there's a lot of copy involved, the agency had better hire a professional writer as well.
What to say in the brochure, beyond the obvious? Let others toot the agency's horn. Customer testimonials are powerful.
5. Take advantage of opportunities to make speeches.
Look around. There are many opportunities to give talks and participate in panel discussions. They give the agency and speaker recognition as a leader in insurance.
Speaking engagements have two benefits: exposure before an audience and, often, media coverage. Check with the sponsor; if it's okay, invite the media to attend.
Naturally, the media won't always show. No problem. After giving the speech, send a press release summarizing it or a copy of the speech itself to a few key individuals, such as the editor of the local insurance publication.
6. Participate in community affairs.
Most agents do this already, but consider taking a more systematic approach. Assign responsibilities to yourself and other staff members. For example, you could join the Chamber of Commerce, a producer could join the Lions Club, a CSR could participate in United Way, and so on. Take advantage of any publicity opportunities that arise.
7. Participate in insurance industry affairs.
This is good PR in the community and boosts an agency's image with companies. Get involved with the local or state agents association. Encourage staff members to study for their CIC, CPCU, CPSR, or other professional designation.
Educational milestones are perfect topics for press releases. Write a release whenever someone attains a designation or participates in a prestigious conference. Let customers know about educational achievements through the agency's brochure and newsletter.
8. Get involved with political affairs.
This can be difficult because politics can eat a lot of time and energy. Consider serving on the mayor's advisory committee or working with the school system. It's one more way to get recognition.
9. Talk about safety activities.
Safety is a natural for insurance agents. This doesn't require much effort because many insurers and other organizations supply safety-education materials.
There are many ways to highlight safety-Christmas safety fire safety, driver safety, bicycle safety, and so on.
10. Support school programs.
High-school business teachers are always looking for businesspeople to talk to classes. Contact the head of the business department and volunteer. Or talk about fire safety.
Accomplish three things by speaking in schools: First, reach youth and give them positive insurance information. Second, boost awareness among parents. Third, get to know the school better.
Who knows? You might wind up insuring the school!