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Writing tips newsletter Previous issues Subscribe Email:

Writing Tips for Accountants View issues

Frequently asked questions: insurance/financial services PR

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 have 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. These include 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.

How should I distribute releases?

If you've built your own media list, email to them using the "blind CC" feature. For mass distribution, consider using a PR distribution service like BusinessWire or PRNewswire.