3 ways to position C-level insurance executives as corporate spokespeople

When senior insurance executives engage the media it’s usually within a fairly controlled environment.

Case in point: C-suite insurance executives appointed to a governmental committee examining homeowner trends call in the media to discuss its mission. Another stark example is when a P&C insurer incurs a major crisis and in a subsequent press conference the CEO explains what precisely happened and what the organization is doing to remedy the situation.

Generate value for brand, strengthen stakeholder relationships

However, C-suite executives could generate a lot more value for their brands — and strengthen stakeholder relationships — by taking on the role of corporate spokesperson.

Related: The changing face of insurance leadership

Insurance chieftains have a pretty demanding job, of course, running heavily regulated organizations and selling multiple products and services to disparate audiences. But when you consider the growing complexity of insurance services and demands from consumers for more transparency, C-level executives who become corporate spokespeople demonstrate that their organization puts a premium on communications and stakeholder relations.

To be sure, senior insurance executives have to be careful that becoming a spokesperson doesn’t interfere with their day-to-day responsibilities. The company has to decide which occasions are the most appropriate times for C-level executives to engage the media and other stakeholders — such as announcing a major acquisition designed to expand insurance coverage — and when things are best left with communications pros.

Humanize insurance organization

At the same time, senior executives need to get out into the field and in front of their customers and prospects. By being more proactive in their communications, senior insurance executives not only keep their stakeholders better informed, but they also help to humanize what often is a large and faceless organization.

With that in mind, here are three ways C-level insurance executives can approach the role of corporate spokesperson.

1.Go offline to promote your online presence.

Communications pros should arrange media tours and town-hall meetings for top executives to engage with reporters and customers, respectively, regarding how the company’s digital platforms bolster the company’s products and services, sharpen claims processing and improve relationships with suppliers. But don’t just tell.

Through real-world examples, show stakeholders how the insurer’s digital platforms improve overall outcomes and make for more satisfied consumers. As the web expands so does the desire among customers to press the flesh and talk to people in-person. Top insurance executives need to respond in kind and not let communications professionals always go it alone.

2. Jump in the speaker fray.

Events and conferences are effective marketing vehicles for senior insurance executives to raise the brand’s visibility and hone their communications skills. There are countless insurance-related conferences annually. The onus is on the company’s public relations managers to select two or three of the most relevant events related to the business and pitch their C-suite executives as participants.

By making themselves available for these and similar events — either as a keynote speaker, panelist or guest at a small gathering of influencers — P&C insurance executives are able to share their thoughts regarding industry trends and how their company can help to facilitate better outcomes.

Another benefit: Unlike dealing with the media in the heat of a crisis, speaking at industry conferences enables insurance executives to take their time and tell a story. It’s an opportunity to get customers to think about your brand value and the role your company plays in improving people’s lives.

3. Elevate employee communications.

This is a type of executive communications that’s low-impact with potentially high returns. Employees, who are the company’s eyes and ears, usually have their antennas up for both good news and bad. Better they hear it directly from the top brass rather than via the media or a third-party. That’s why it’s crucial that top executives carve out time to meet with different employee groups several times a year to discuss where the company is headed and keep them abreast of things.

Don’t waste your time delivering anodyne comments about the company being on the right track financially and everybody raising their game. Rather, speak candidly with employees about challenges and opportunities for the company. That gives employees a vested interest so the next time the insurance industry gets a collective black eye and the media start to inquire, individual company employees know how to respond in a clear, crisp and consistent fashion.

By meeting with employees regularly, senior insurance executives also are able to sharpen their communications skills with the media because your employees often ask tougher questions than reporters.

Growing opportunity

As the insurance industry continues to undergo dramatic change — fueled by political and societal forces — C-suite folks who become executive spokespeople have a growing opportunity to change people’s perceptions about their company (and the industry at large) for the better.

Related: How to become an insurance thought leader on LinkedIn

Senior insurance executives have to commit to putting in the time. Perhaps most important, they have to be sincere in their endeavor.

Having top executives communicate with constituents just for the sake of doing so will backfire. You want someone who relishes speaking with shareholders and wants to take corporate communications to a higher level.

Liam Collopy (lcollopy@hardenpartners.com) is executive VP, Harden Communications Partners, a Stanton company. Opinions expressed are the author’s own.