The phone rings or there is a knock on the door. “Can I talk to you about a story I’m working on?”
Are you that broker who replies with a short and sweet ‘no comment,’ or asks for a day or two to get back to the reporter?
“Brokers are in the business of providing advice,” says Kenneth Evans managing partner of APEX PR. “We think about our websites and we think about our social channels, all really important assets; but it is a perfect opportunity to round the circle on their overall marketing strategy and integrate media and media relations.”
Whether that exposure is beneficial or harmful depends on how well prepared you are once that reporter clicks the ‘record’ button.
There are two types of media calls: proactive and reactive. Proactive calls are when you reach out to the media to offer your expertise. Reactive calls happen when the media reaches out to you for your expertise or opinion. Evans offers tips to help brokers navigate both proactive and reactive media calls and build their brokerages profile as trusted advisors.
Reactive media calls
Say ‘NO’ to ‘no comment’
The unfortunate truth for many brokers is that a reporter usually calls when there is a delicate subject to be dealt with, usually involving clients and situations that demand discretion.
But for Evans, the simple ‘no comment’ answer carries baggage with it.
“There are times – usually in a legal position – when you can’t elaborate; but you can at least say something.”
It’s important to remember that each individual insurance company have their own media policies, particularly when it comes to addressing specific claims. Often times it is their policy not to comment on specific instances, particularly those that involve claims. It is recommended that brokers speak with the insurance company involved in a claim before providing any comment.
Respect your relationship with insurers
Contested claims happen and sometimes they are taken to the media by the customer; this is a reality of the insurance industry. What is important for brokers to know, says Evans, is how to handle questions about a claim.
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“It is an opportunity to add some context and clarity that they (contested claims) do not happen very often,” he says, “and, again, it is an opportunity to provide a teaching moment to provide some context into the claims process generally for the reporter and the audience.”
Evans does admit that there will be some questions that should always be referred to the insurance company, especially in cases of privacy, client claims and issues of confidentiality.
“To get into any specifics of that in a media forum,” says Evans, “would be inappropriate.”
Use your insurer as a resource
“Remember most insurance companies have their own policies when it comes to interacting with the media and have teams who are trained to handle media inquiries,” says Karen Jury, Director of Communications
RSA Canada. “If you have any questions or concerns I recommend connecting with the carrier. They are there to help and guide you and would welcome the opportunity understand your needs. RSA welcomes their brokers to contact them for guidance on media related inquires.”
Proactive media calls
Be ready for your interview
“Prepare yourself; in fact, you can never ‘over prepare,’” says Evans. “And prepare yourself with really good content that has examples and scenarios, metrics and those kinds of supporting pieces. And brokers – especially those in local regional markets – will find that this approach will build some brand recognition.”
Doing your homework beforehand is important, Evans stresses, as the content you provide to the media will reflect on your reputation.
Take advantage of being the expert, not a salesperson
Avoiding the media means already giving up on a large segment of your marketing potential.
“Fundamentally, brokers have to understand that media are a part of their marketing toolkit,” he says. “It is important that brokers – who are in an advisory role – really put a strong emphasis on the advice and not get too focused on ‘the sell’.”
‘The sell’ is a trap many fall into, not just brokers, he says, as many see the media as an opportunity to market product, instead of offering their expertise, knowledge and opinion – which is what the reporters want.
“In today’s world, bringing that value of the advice is key,” says Evans. “And the better and the more specific the advice, the more value it will have to you. This is not paid advertising – this is editorial.”
As newspaper newsrooms continue to shrink along with budgets, the concept of the knowledgeable beat reporter has gone the way of the Dodo.
“In the mainstream media, reporters move around quite a bit now from beat to beat, and that means reporters need more help in understanding the subject,” he says. “It is an opportunity for brokers to take over the agenda; to not be too passive with the questioning. They have to be ready to take over the agenda, and to feel comfortable doing that.” (continued.)
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If the advice and content is strong enough coming from the broker, the reporter is going to be more than happy to defer the agenda to them, says Evans, as the broker is helping them get the story.
Be available
Given the demographic of the broker network, there is a wealth of people with 20, 30 and 40 years of experience in the insurance space. That is a lot of experience, says Evans, and unfortunately a lot of that knowledge is going to waste, because brokers are not proactively picking up the phone and calling their local newspaper.
“Don’t wait to be leveraged as experts,” says Evans. “Go out and proactively pitch yourself as an area expert. That is where the reporters and the editors are going to go to first – but make sure you have good advice and good content.”
And when a reporter calls for a quote or an opinion, just like with a potential client, you need to be responsive and available – immediately, not hours or even days later.
“As third-party experts, there is a responsibility from a service level with your media contacts and partners, and that is to be accessible and to be responsive,” he says. “You can have all the best content and terrific value-added advice in the world, but if you can’t be accessible and responsive, it is just not going to work.”
