For independent insurance agents, building credibility is essential, and public relations (PR) can be a powerful way to increase brand awareness, strengthen your reputation, and set yourself apart from competitors. Many local agencies rely on occasional announcements or events without a clear strategy, but successful agents understand how to implement focused PR strategies to generate lasting awareness. Here are five effective ways insurance agents can better leverage PR in 2025:
Find the Right News Hook
Agents can benefit from creating newsworthy events, but they must ensure these events resonate with the public. Always ask yourself: Why would the public care about this event or announcement? Successful PR relies on engaging human-interest stories or events with strong visual appeal. Instead of a typical grand opening, consider hosting a financial literacy workshop for local school children or a cybersecurity safety session for seniors during National Cybersecurity Awareness Month. Creative and relevant events create a lasting impression and meaningful coverage.
Craft SEO-Driven News Releases
The traditional news release can quickly fall flat if it's generic or uninspired. Local news desks are inundated with press releases, so make yours stand out by focusing on clarity, SEO, and relevance. Keep your news release concise (one or two pages) and optimize it with keywords using free tools like Wordstream. SEO-driven news releases can help drive targeted traffic to your website while increasing your visibility and outreach.
Build Relationships with Local Media
Media relationships are invaluable for insurance agents seeking local PR success. Research local reporters, build a contact list, and send personalized story ideas directly to them. Many local outlets provide directories with contact information, making it easier to connect. Avoid sending pitches to unrelated journalists; instead, tailor your pitches to align with the reporter’s beat or interests. A few well-researched emails can lead to media coverage, interviews, and even on-air appearances that build credibility for your brand.
Make Authenticity a Priority
Authenticity fosters credibility. Insurance agents should align PR strategies with their office's personality and interests. Whether sponsoring a local charity, supporting a golf tournament, or participating in community events, being authentic in your outreach creates a more genuine connection with the community. Customers and media alike respond better to authenticity, especially when it aligns with a shared social, charitable, or environmental cause.
Use the Latest PR Tech Tools
Technology has made PR easier and more efficient for agents, especially for those pressed for time. AI tools like ChatGPT can assist in drafting compelling press materials or speeches. Still, agents should refine and customize AI-generated content to ensure originality and creativity. Tools like Grammarly can also help improve grammar and polish communications, ensuring professionalism in every release or outreach effort.
By incorporating these strategies — crafting newsworthy events, focusing on SEO, building local media relationships, prioritizing authenticity, and leveraging tech tools — independent insurance agents can boost their visibility, credibility, and community engagement. With PR, consistency and creativity are key, and agents who embrace these strategies can expect long-term success.
AAI is a network for independent insurance agents looking to gain invaluable guidance, training, and technology to grow their agency. We give agents the roadmap to success to grow bigger, faster, more efficiently. Your networking efforts will be enhanced by the knowledge we provide. Contact us today to discuss how.