It wasnt easy coming up with positive suggestions on how public relations and marketing executives could polish the insurance industrys tarnished reputation. Yet I did manage to offer some advice while sitting on a panel in San Francisco during the Insurance Marketing Communications Association annual meeting last June, although I'm not sure everyone there was thrilled to hear it.
The truth is I dont envy the task facing those who attended the IMCA conference. Those in public relations, marketing, advertising and public affairs for the industry are on the front lines in the battle over public opinion. They are up against some pretty big guns, including politically ambitious state attorneys general, regulators, legislators and consumer advocates–not to mention the media–with the industry an easy target.
Of course, it doesnt 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.
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