Build your reputation and referral activity 

I would wager heavily that 99.9% of independent agents do not have a planned publicity program. Yet there are many worthy ways that an agent can get his agency name in the local newspaper.  Here a few. 

Explore the possibilities

 Here is a starter list of bonafide news events to submit to local newspapers, Chamber of Commerce newsletters, local business magazines, and radio stations that air business programs. 

. The agency earns a prestigious award from a carrier. 

. The agency earns a prestigious award from an insurance association. 

. The agency is appointed by a new carrier. 

. Someone in the agency earns a professional designation. 

. Someone in the agency earns a sales award. 

. The agency is sponsoring a seminar. 

. The agency is holding a safety workshop. 

. The agency is celebrating a milestone anniversary.  

. The agency is expanding its office space. 

. The agency is moving to a new location. 

. The agency initiates a community service program.  

Don’t forget your customers 

Let your customers know about significant new developments at your agency. Examples:  Moves, awards for service, home and business safety workshops,celebrating an anniversary.  Send out a letter or feature the news prominently in your regular customer newsletter. 

What about photo/caption news items? 

They can be powerful.  But if you plan to use pictures for the local newspaper, call first and see whether they are receptive to photos submitted by you.  If they are not, will they send their photographer to take a shot?  Usually, newspapers will accept professionally produced head and shoulders photographs. 

How to get it done 

You wear a dozen hats. Chances are, you just don’t have time to focus on the development of a publicity plan or to write news releases. Hire an outside resource.  Could be the editor of the local high school paper or a work-at-home person who has professional experience.  Or it could be a local advertising or public relations firm. 

Is it worth getting done?

Yes!  You’ll probably be the only agent in town who is successfully and regularly getting positive press.  You’ll stand out. 

We all like to do business with successful people.  Publicity will enhance your position with your customers---your retention rate will benefit and so will your referral results.  Prospects will take notice of your success and reputation, and they’ll get to know your name. 

Publicity is a low-cost marketing program

 It is not free.  It takes indirect costs (your time) and some direct cost if you hire someone on a per-project basis.  But it is far less costly than print or television advertising.   With a commitment and a little ingenuity, you can get a big bang for your buck!