5 things that will help you build a relationship with insurance journalists
How do insurance journalists choose which news to cover, which companies to write about?
If you are a broker or insurer looking to build your business, you will want to raise your company’s profile, promote your products and services or tell your story, but you don’t really know how to get your message across and news out there for everyone to see.
If that is the case, then it is time to create your own network among the journalists.
1. Get to know the press
Have a look around and find out which publications your target audiences read and so may be interested in what you have to say. The Insurance Insider, Insurance Day, Post, Insurance Times, Insurance Age and Intelligent Insurer are a good place to start; they all have their niche.
Then, you need to search on their websites or social media, such as Twitter or LinkedIn, and interact with journalists, make yourself known, so that your name stands out, for when it is time for you to send a press release. Check out what stories they like to write about too, many have specialist topics that they cover.
You can also go to industry events where you can meet journalists, and interact with them face to face, which helps form relationships, more than just via e-mails or telephone calls.
2. Don’t take too much of their time
Get straight to your point, make yourself clear by writing a headline that will grab the attention of the person you are sending it to.
Also, be sure that the news release you are sending will actually be interesting for the journalist, don’t send too much or when a really big news story arrives it won’t have the same impact and may get missed.
3 . Make yourself available
Something important happens at your company and a journalist wants to write about you? The best thing you could do is take the time to speak to them on the phone or during an interview.
Be prepared, you can send an e-mail to ask for a few high level questions. Keep in mind that journalists look for angles in their articles, make your key points, whilst being careful to avoid jargon.
4. Nurture these relationships
You obviously don’t want journalists to forget about you. Keep in touch with them, via phone calls or via social media. Read their work and react to it, most insurance journalists have personal blogs or publish their work on social networks. Engage with them, it will pay off.
5. Be always polite and positive
It goes without saying, but be polite and upbeat. It can take time to get your stories into the press, and when you do they may not be exactly as you wanted. There is no point in getting upset, just engage with the journalists and things should ultimately improve.
You have great news about your business, but you don’t know if it is newsworthy? Read the article about what 5 things the insurance press is looking for: http://bit.ly/2pJ3i0x
Do you want to engage with the press or find new ways to maximise your PR opportunities? Then get in touch now to find out how NextGen Communications can help.
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