The previous article (Creating A Successful Plan For Marketing Commercial Lines Part I), presented information about the matrix of the agency book of business, the review of the book of for account development, and a review of company programs and products. In this second of a three-part series, Jack Fries focuses on selecting a proper market.

Frequently, the risk management planning and formulation process is myopic in defining the magnitude of probable maximum loss exposures. A significant task in crisis management plan strategy formulation is broadly to identify and measure the various potential crises and loss exposures. The crisis and loss exposure assessment must remain broad in nature and not become inhibited by the traditionally narrow considerations of only those perils addressed by standard commercial insurance policies.
There are three primary categories to consider in the comprehensive crisis exposure analysis. The following are the categories identified for crisis assessment considerations:

An effectively implemented Crisis Management Plan is generally structured with three primary elements involving:

The structured development, formulation, implementation and operating strategy as well as on-going enhancement of a comprehensive Crisis Management Plan typically involves the following five sequential phases:.