Why do the press play musical chairs?
As we enter 2019, have you noticed how insurance journalists always seem to be on the move?
Keeping track of journalists and where they are working is becoming a full time job. And the irony is, one of the biggest themes for insurance publications, almost universally, is people moves!
Who's filling the new post at MAPFRE, Lloyd's or Marsh seems to get more coverage than one might expect. Yet, when a key journalist moves, how would you know?
Why is this an issue?
This may not be a problem for some in the sector, but if you handle press relations and you are looking to build relationships with certain target publications, that cover your hot topics and client sectors, and key journalists keep moving on it can be a serious issue.
Why?
For starters, it can mean that the well thought out news release, carefully crafted with many iterations as you hone it to perfection, can end up in someone's inbox, who has already gone to work for a rival!
It also means that it's very difficult to engage with publications if you are looking to pursue a targeted thought leadership campaign, as different journalists can have different agendas.
Journos on the move
By example, here's just a small sample of recent press moves:
- Ben Dyson, Finance Editor at Insurance Times, now at S&P
- Rebecca Hancock, was at Insurance Day, now at the Insurer
- Alexis Burris, Insurance Day and now at QBE Europe
- Sophie Roberts, Global Re, now gone independent
- Samera Owusa Tutu, Global re, now Editorial Leader at Marsh
- Dan Asher, was at the Insurance Insider, then briefly at The Insurer and now missing in action - if you've see him do let me know
- Mike Jones, Editor at Strategic Risk, now at Chubb
- Jack Grocott, Publisher for many years at NewQuest, now Publisher at Post and Insurance Age
So, not only is it hard to keep track of them, but they may also end up working for one of your competitors too, as the quest to produce high quality continues. If you are based overseas, it can be even harder to keep track.
What's the answer?
Work with a specialist insurance PR agency, like NextGen Communications, that is on the ground in London and is in constant liaison with the key publications. Ideally, an agency with strong press relationships, which knows who is the best press contact at any given time and for which topics.
At NextGen Communications, not only do we keep track of who's working where to ensure that our clients' news gets the coverage it deserves, by landing in the right in-box, we also follow who is writing about what. Great for thought leadership.
We also produce great content too, to cover your news and views, and engage with your audiences, worldwide, across all platforms.
What next?
If the above sounds interesting, why not drop me a line to arrange an informal coffee to explore your options and discover what we can do for you?
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