It wasn't easy coming up with positive suggestions on how public relations and marketing executives could polish the insurance industry's tarnished reputation.

I don't envy the task facing those who attended the Insurance Marketing Communications Association annual meeting last week in San Francisco. Those on the front lines in the battle over public opinion are up against some big guns, including politically ambitious state attorneys general and regulators. It doesn't help that the industry keeps shooting itself in the foot while generating a cacophony of friendly fire as various associations fight among themselves over policy.

Sitting on an IMCA panel, the best advice I could offer was to think small, winning over consumer hearts and minds by placing columns in local newspapers, doing TV and radio interviews, and holding seminars to inform the public on key issues.