Whats 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 has 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. This includes 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 publication
