Frequently asked questions
about insurance/financial services public relations

What's the best way to get publicity for a firm in the insurance/financial services industry?

That depends on your audience. If you market to insurance/financial services professionals, concentrate on industry trade publications. To reach the general business community and consumers, you will need to target other media.

What about insurance Web sites?

Though a growing number of insurance sites has emerged, don't overlook the print media when developing a PR program.

If I'm targeting employers, where should my PR efforts be focused?

To the print, electronic and on-line media read by business people. This  includes the business pages of daily newspapers, regional business journals, TV/radio business shows and business Web sites.

How do I select the best business media outlets?

First determine where your target market is located. If your intended audience is local, focus on regional media since a national campaign requires far more time and resources.

What about targeting certain industries to which I serve?

This type of "niche public relations" - where you focus on the publications served by just one or two industries - can be very cost-effective.

Once I determine the target media, should I start distributing press releases?

Yes, if you have a new product/service or legitimate news.

Should I use e-mail, fax or snail mail?

Most publications accept faxes and e-mails, but with the glut of e-mails, consider doing a conventional mailing or a fax broadcast.  For nationwide distribution, consider using a PR distribution service like BusinessWire or PRNewswire.

If I don't have a new product or news to share, should I call an editor and ask him or her to write about my company?

No, unless your company has done something newsworthy.  If not, you lose credibility with the media if you request what amounts to free advertising – which you'll never get.

So how do I get coverage for my company or organization?

Develop story angles – newsworthy topics for potential articles – and then suggest these ideas to the media via letters, e-mails and phone calls.

How does suggesting a generic story angle help my company?

Once you interest the editor or writer in a legitimate story idea, you can offer a spokesperson from your firm as an expert source to comment on this issue. Through these types of articles, you build credibility for your firm and increase the chances that the editor will use your spokesperson as a source for a future article.

See article, "Want publicity for your agency? Come up with story angles," Health Insurance Underwriter.

For trade publications, can I offer to write an entire article about a certain subject?

Yes. Most trade newspapers and magazines depend on contributed articles for much of their content.

Should this contributed article address the attributes of my company?

No in most cases, because the publication is not interested in promoting your firm. Instead, consider writing an industry perspective, a how-to piece or another article that provides value to the reader. By having your spokesperson as the author, your firm will receive valuable publicity – as a credible source who was asked to offer a comment.

Can these articles be reprinted and used as part of our marketing materials?

Yes.  Contact the publication for the proper procedures and then reprint the articles – so they can live on for years to help build the reputation of your company.