https://completemarkets.com/Article/article-post/786/Why-You-Need-A-Pr-Program/
Why You Need A Pr Program
If you think your message will reach the decision-makers you want to target, without deliberate assistance on your part-you're in for a nasty surprise. Welcome to business communications in the '90s.
One question that business owners repeatedly ask is, 'Why do I need a public relations program?' Although the answer may seem obvious to PR practitioners, it's not so obvious to business owners and executives. A basic understanding of why PR is necessary hinges upon an understanding of America today.
The reason that just about any organization needs some form of PR is based upon two factors prevalent: (1) constant change and (2) information overload.
Constant change has an impact on business communications because the message and the players will change with the passage of time. Players (decision-makers, clients, staff, etc.) are constantly moving on and off stage. Understandings and business relationships established last week, last month, or last year are no longer valid and have to be constantly rejuvenated.
Information overload (too many messages, too many media) has resulted in the intended audience erecting self-defensive filters. Your business message has to get through those filters. Traditional channels-advertising, direct mail, telemarketing-are losing their effectiveness.
A PR campaign should position an organization as legitimate. Editorial (print or electronic) coverage builds the potential to get across the totality of the message-current posture, goals, competitive uniqueness, plans for the future, and skills as an executive. When this is presented as a news story, there's a higher potential that it will be read (comprehended). Try to accomplish this with your advertising program.
Let's examine the two factors of constant change and information overload that make PR a necessity, and some of the benefits you might expect from a PR program:
Constant Change
Change is constant. I recently contacted the vice presidents of marketing of high-tech firms in Massachusetts. Working from a directory only five months old, I found a 35% turnover of the individuals with this title. That's only one industry in one geographic area. Consider also that a commonly accepted statistic in the direct mail business is that any list at best has 20% inaccuracies. In this environment, keeping an accurate image of the agency in front of the intended audience requires constant visibility (publicity).
Publicity affects the 'players' in these ways:
CURRENT CLIENTS-Clients know you and will have an interest in a story about you. Think about it-when you see a story about someone you do business with, don't you mention this to your peers? Clients might also learn about an additional service or product that they didn't know about before.
POTENTIAL CLIENTS-A potential client in the market for services/products will be attuned to stories about the suppliers of those services or products. If the coverage hits a responsive chord, they might call. Or your marketing efforts simply might get more recognition or response.
BANKERS/INVESTORS/CARRIERS-Credibility is an important factor in creditworthiness and investments. Hi-tech start-ups know this, and it's not for nothing that PR advisors have established themselves as important 'must-haves' on a start-up shopping list.
STAFF (CURRENT & POTENTIAL)-Any business owner will list 'people' as a major problem-finding and retaining good staff. Having a good image in the media goes a long way toward attracting new staff and convincing current staff that the grass isn't necessarily greener elsewhere.
OTHER INFLUENTIAL PARTIES-At the top of this list might be local politicians and government officials. If you are perceived as a good corporate citizen and industry leader, many peripheral items can be influenced, from permits to legislative input. The laws affect you as a business owner, and your ability to provide input and influence can be based on image as perceived by the media. The larger PR firms call this 'public affairs' (a blend of PR and lobbying).
Information Overload
The typical individual is bombarded by an estimated 3,000 messages a week through various media. No one can digest that level of information, let alone comprehend it. So we put on 'filters' and become highly selective of the information that we choose to digest.
One typical filter is to restrict our input to 'scanning' the news and business media. Letting the editorial staffs filter out the unwanted and unnecessary, we scan what they offer. It's not a bad approach. If the editors thought a story was worthwhile to write about (or broadcast), why not give it a quick read or a few minutes attention? For this reason, it has been estimated that the typical reader/viewer gives editorial coverage about twice the validity of advertising. The news media is always looking for an interesting angle and this can help get the message across in several ways:
SUCCESS-Everybody likes a winner, or a Horatio Alger story. That's why In Search of Excellence was such a hit. If you are successful (and success has many definitions), it's potentially newsworthy.
NEW TRENDS-An up-and-coming trend, or business that is developing the trend, is a newsworthy story. I ran a highly successful PR program for a sausage maker that was based partially on their developing new products for the consumer. This was newsworthy because it was in an industry that 'hadn't seen a new idea in a hundred years.'
UNIQUENESS-If a person does something different that sets him or her apart from the crowd, that's a good story angle. In Search of Excellence was a hit in part because mediocrity had become the rule.
ORIGINALITY-Are you the first with a concept or idea? Pizzeria Uno sells pizzas. Nothing original there, but since 1949, Ike Sewells' deep-dish Chicago pie was original. The company just went public.
HUMAN INTEREST-People like to read about other interesting people. That's why there's a magazine called People. Ted Turner has exploited this greatly. Remember his defense of the America's Cup, and years later his attempted takeover of CBS? You have to be well-known to think you can raise billions of dollars.
A well-run PR program can provide dividends far beyond the immediate and the obvious. However, it requires a dedication to the long-term outlook. Then again, success seldom comes overnight. A savvy business owner, instead of asking 'Why do I need PR?', might ask him- or herself, 'Why didn't I start a PR program sooner?'
https://completemarkets.com/company/pmcinsurance/restaurant-workers-compensation-insurance/
Overview — PMC Insurance Group Restaurant Workers' Compensation Program
PMC Insurance Group, acting as a wholesale broker, offers a dedicated Restaurant Program for Workers' Compensation Insurance designed for independent agents and brokers placing restaurant-related accounts. This program provides broad appetite across common restaurant classes and speciality food service operations, with flexible placement options and access to multiple carriers. Minimum premium starts at $2,000.
What this program covers for your clients
This workers' compensation program is aimed at restaurants and food-service operations that need standard workers' compensation coverage, including payroll-based limits, statutory benefit coverage, and the employer liability components common to restaurant exposures. The program helps manage the specific workplace risks in food service — slips and falls, lifting and delivery exposures, alcohol service liability (where applicable to workers' comp payroll classifications), and employee injury trends tied to kitchen and delivery work.
Ideal accounts and target classes
Bakery — wholesale and retail, including doughnut shops
Ice cream and frozen yogurt shops
Restaurant NOC and fast casual restaurants
Fast food restaurants and pizza delivery restaurants (minimum 2 years in business for delivery accounts)
Catering companies and dinner theatres
Bars & taverns (subject to underwriting review)
Franchises eligible. The program also supports middle-market accounts and dividend program structures for qualifying restaurants.
Appetite, restrictions and examples
PMC's appetite favors established operations with documented controls and loss history. Typical fits include single-location and small multi-location eateries with stable payroll and safety protocols. Delivery operations are eligible when the restaurant has been in business at least two years. Higher-risk accounts (for example, newly formed multi-location chains without loss history, severe prior loss patterns, or high-risk nightlife venues) may require referral or will be evaluated on a case-by-case basis.
Example fits for your book:
A five-year-old pizzeria with delivery drivers, written payroll consistent with prior filings, and three years of modest loss history — good candidate for standard placement under the pizza delivery class.
An established catering company with steady seasonal payroll, OSHA-like safety programs, and three years of currently valued loss runs — fits the program’s appetite and may qualify for middle-market structures.
Coverage highlights and advantages for brokers
Access to multiple carriers through PMC’s wholesale distribution — helpful when local admitted capacity is constrained.
Support for franchise operations and middle-market accounts, including dividend program options.
Minimum premium thresholds suitable for small to mid-size restaurants (minimum premium $2,000).
Underwriting geared toward food service exposures — faster, more relevant risk decisions compared with generalist markets.
Underwriting requirements
Standard submissions require a completed ACORD application, 3–5 years of currently valued loss runs, and a MOD (Experience Modification) sheet. Underwriters will review payroll splits, delivery operations, alcohol service exposures (for bars/taverns), safety programs, and any prior loss trends.
Territories, admitted status and carriers
Program availability: All Available Markets. PMC places business across the following states and territories: AL, AZ, AR, CA, CO, CT, DE, FL, GA, ID, IL, IN, IA, KS, KY, LA, ME, MD, MA, MI, MN, MS, MO, MT, NE, NV, NH, NJ, NM, NY, NC, ND, OH, OK, OR, PA, RI, SC, SD, TN, TX, UT, VT, VA, WA, DC, WV, WI, WY. Carrier access is variable — PMC works with various admitted and non-admitted markets depending on state rules and specific account characteristics.
Why place restaurant workers' comp with PMC Insurance Group
Wholesale broker specializing in middle-market restaurant placements and dividend program options.
Experienced underwriting focus on restaurant exposures — quicker, pragmatic risk evaluations tailored to food service.
Flexible market access across many states with the ability to consider admitted and non-admitted solutions where appropriate.
If you have a restaurant account that needs workers' compensation placement, prepare the required submission documents and present the loss history and payroll detail to PMC to get timely consideration.
Frequently Asked Questions
What types of restaurant accounts are a good fit for this program?Established restaurants and food-service businesses such as bakeries, ice cream shops, fast food, pizza delivery (minimum two years in business for delivery), caterers, dinner theatres, and bars/taverns are primary targets. Franchise locations and middle-market accounts are also considered.
What documents are needed to submit an account?Provide a completed ACORD application, 3–5 years of currently valued loss runs, and the account’s MOD (experience modification) sheet. Include payroll detail and any safety program documentation to speed underwriting.
What is the minimum premium and are dividend or specialty programs available?The program’s minimum premium starts at $2,000. PMC can consider middle-market placements and dividend program structures for qualifying restaurants — indicate interest in these options on the submission.
Which states and admitted options are available?PMC places this program across the listed states (AL through WY and DC). Capacity may include admitted and non-admitted markets depending on state regulations and the specific account; underwriting will confirm available options.
How are delivery operations evaluated?Pizza delivery and similar delivery exposures are eligible when the business has at least two years in operation. Underwriters will review driver hiring practices, vehicle controls, and loss history to determine final terms and pricing.
Need help placing an account? Connect with a market specialist.