Should Insurance Agents Invest In Insurance Agency Press Releases?


Should small and medium size insurance agencies spend money on pr releases? Larger agencies are already investing in this important marketing activity – which is an accurate depiction. That is the inference here. Do the large brokers know something smaller agencies tend not to? Pr releases, which today are also known as news releases, provide agencies with many insurance agency marketing benefits. There are 2 kinds of distribution services, fee based releases and free releases. Small agencies with modest budgets and a few extra time can consider most of the free distribution services. Some of these include: – Brian Lock Highwood IL



Newswire Today

Free Press Release




You will find a large number of free distribution services, a few of which also provide premium fee based release services. Agents and brokers which can allocate plan for more comprehensive distribution should consider fee based or subscription providers. Some the better known fee based services are:


PR Newswire



Why would insurance agents use pr releases to augment their insurance agency marketing initiatives?

Expand market presence – deliver a refined message to some broad target market.

Reach new markets – alert new target markets, especially verticals, of products and services.

Create name recognition – helps target prospects “know” your agency when contacting them or quoting.

Define expertise – alerts prospects of deep industry knowledge (compliance and group benefits, trucking insurance, risk retention groups, restaurant insurance, etc.).

Improve insurance agency search engine optimisation – though search engine listings argue towards the contrary, seo specialists have proven that press releases positively influence insurance agency SEO (SERPs).

Attract media attention – Properly executed, insurance agency press announcements may be distributed to hundreds of thousands of news subscribers and tens of thousands journalists and bloggers.

Increase online traffic – pr releases engages readers and directs those to go to your website.

Boost social media marketing traffic – most press release services allow readers to discuss the discharge via social media marketing.

What should agents include in their releases? Here are some of the common components which ought to be a part of every release:

Headline – make it pithy, relevant and short.

Summary – a quick description of the release, with greater granularity compared to the headline, enough to whet hunger of a perspective reader.

Dateline – usually includes the production date and originating city of issuer.

Introduction – first paragraph within a press release, that generally gives basic techniques to the questions of who, when, why, what and where.

Body – the information of the release including metrics, quotations, background and details etc.

About – most include a brief “about” section, providing details about the organization issuing the release, website link along with other information important to the issuer.

Media contact info – name, telephone number, email address, mailing address, or other contact details for your release contact person.

Most services offer guidelines, release examples and FAQs to assist agents and brokers with press release basics. Finding worthy topics is most likely easier than agents may think. New insurance agency webinars or webinar programs, new lines of economic, new employees, new offices, new carrier relationships, innovative products and repair announcements, new website resources, upcoming speaking engagements or trade show exhibitions, and content/video libraries are all topics which can be helped by a release. Agencies can either staff this work internally, or outsource the initiative to a proficient insurance agency marketing and PR organization. – Brian Lock Highwood IL