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... , but few take the time to examine the actual concept of public relations and the agency's or company's role within that context. First, let's divide PR into three very distinct categories: the general public (your Personal Lines markets), the business public (your Commercial Lines markets) and the trade public (your peers) . IMMS Silver Membership predominantly deals with Commercial Lines, so it's too bad that a public relations campaign for the business public is the most difficult to develop and nurture. (Trade relations are generally the ... back to the basics: 1. Start a database with the address, phone, fax, editor, and writer listings for all news media in your community. Start with your daily newspapers, expanding to local radio and television stations (and don't forget cable TV operators) . Then expand the list to include weekly newspapers, local or regional magazines, even newsletters put out by area merchants. (For instance, many real estate companies publish monthly newsletters of general interest.) Be sure to separate this list from your trade ... . CHARITY WORK. Nearly all the civic membership items just mentioned apply to charity work. One distinct advantage is that you don't have to look for a charity to join, you can start your own. Just pick a local shelter, hospice, or any other nonprofit organization that benefits your community and build your own fund-raising program for them. A Ford dealership in Southern New Jersey selected five charities to help, ranging from an orphanage to a hospital. Starting with raffles, this dealership now actually produces major concerts to raise funds ...

...s have been written on the how-to's and 1-2-3s of public relations (PR), but f...owever, in 'Insurance Agency Promotion and Advertising,' George and Jeffrey Nordhaus offer a list of po...