By Jack E. Appleman, CBC, President, SG Communications
You're reading the newspaper and come across something
that makes your blood boil: For the second time in a few months,
one of your competitors is quoted, this time on the front page of
the Business Section in a story about finding affordable benefits
plans. "We know far more about benefits than they do," you think.
"So why didn't the reporter call us?"
Chances are that the other agency proactively
sought out one of the editors, and, as a result, got some valuable
press. Before you turn too green with envy, consider that your agency
or brokerage firm may be able to secure even better media coverage.
All it takes is a well-orchestrated publicity plan that focuses
not on extolling your firm's virtues, but on developing legitimate
story angles.
Identify the media
Step one is to develop a list of your region's daily
newspapers, business journals, Chamber of Commerce newsletters,
radio/TV programs, business web sites and key horizontal trade publications
(e.g. a local real estate journal if you target this group). Call
each outlet to determine the people most likely to cover insurance-related
topics, and then enter the names on a database and include title,
address, phone, fax and e-mail.
Also enter the names of editors who handle the business
calendar and people in the news so you can send them news releases
of new hires, promotions, participation in charitable events and
upcoming agency-sponsored events.
Develop story angles
The biggest mistake publicity seekers make is telling
an editor, either in a letter or phone call, how wonderful they
are – the greatest professionals, the best service, the lowest-cost
plans, etc. Boring. Plus, the media has no interest in promoting
your firm.
If you want to connect with writers, editors and producers,
feed them some fresh news angles that appeal to a broad-based business
audience and not just to the insurance industry. Maybe it's a trend
you've observed regarding the popularity of PPOs among small
firms, an innovative strategy one of your clients is using to cut
costs, or the growth of voluntary benefit plans. Then you can plug
in your spokesperson as the expert source for these issues.
Brainstorm with others at your firm to formulate several story
angles. The more you come up with, the better the chances that one
passes the ultimate news test.
Write a pitch letter
To effectively convey your idea, develop a pitch letter,
a one- to two-page story proposal that also serves as a guideline
for pitching the story over the phone. It should be personalized
to each journalist and include the following:
1. The opening: What's the headline?
Visualize the headline for the article you're suggesting
and put it into the first sentence. For example: Rising benefits
costs are forcing small firms to shift costs to employees.
This first sentence is critical, since many journalists
may not read any further if the concept doesn't grab them. Similarly,
they'll give you about 30 seconds to pitch the story over the
phone before they cut you off. To gain some insight, look through
a daily newspaper to see the attention-grabbing headlines from
professional writers.
2. Ask for the interview
Use one or two sentences to request an interview,
at the same time explaining why your spokesperson qualifies as
a source and the topics he or she could address. For example:
I'd like to suggest an interview with Mr. Jones, who has 15
years' experience developing voluntary benefits programs. He could
discuss issues such as the strategies for incorporating voluntary
benefits, how it can boost morale and the economics of shifting
costs to employees.
3. List other story angles
Toward the end of the letter, suggest three or four
additional story ideas. Sometimes, your third or fourth
favorite idea is the one that entices the editor.
4. Offer assistance
Close the letter with an offer to provide additional
information and help facilitate interviews with other spokespersons
– including from a carrier, a trade association or one of your
clients -- to provide another perspective.
5. Include background materials
Mail or fax the letter along with
your firm's brochure or a one- to two-page fact sheet, biographical
profiles of the spokesperson(s), and background on the issue such
as an industry study or a trade magazine article.
In a perfect world, the editor or radio/TV talk show
producer loves the idea and immediately calls to set up an interview.
Don't count on it. Wait a week after the letter is mailed and call.
But never ask, "Did you get my letter?" a sure turn-off to busy
journalists with stacks of mail. Instead, just start proposing the
idea as described in the first sentence of your pitch letter.
If you get turned down, don't give up if you firmly
believe it's a good story. Call back in a few weeks, armed with
new twists that could push the idea over the top. This could include
the release of an industry report or a recently published article
on a related subject. The more you communicate with key journalists
— without being a pest — the more likely they'll call you when they
need a quote.
Other paths to ink
Among the other tactics for securing media coverage:
- Exploratory meetings: Call one of the key journalists
and suggest a breakfast or lunch. Make it clear that the meeting
is just to discuss ideas and that you don't expect a story to
be written immediately. Before you meet, read one of his or her
latest articles and bring it up during the conversation.
- Editorial calendars: Find out ahead of time if any special
sections are being planned on insurance-related topics and start
pitching relevant stories one to two months before the publication
date.
- Year-in-review sections: Research which newspapers and
business journals are publishing year-end business perspectives.
Then call in October or November to suggest story angles pertinent
to featured sections.
- Profiles/Q&A columns: Some magazines and newspapers
run profiles of local businesses or people (sometimes in a question
and answer format). Study previous columns to see how to frame
a pitch on your agency or spokesperson.
Bottom-line results
At a time when it's harder than ever to distinguish
yourself from other insurance professionals, media coverage featuring
or including your agency can be a huge point of difference. In the
eyes of prospects and clients, your firm will be perceived as the
expert who the media relied upon to comment on important issues.
That's third-party endorsement you can't get with any print ad,
sales brochure or direct mail package.
Though it's difficult to quantify the benefits of publicity,
over the long term it will — directly or indirectly — help close
many a sale. You can take that to the bank.
Used with permission of Health Insurance Underwriter.
www.nahu.org/publications/hiu/index.htm
