Chapter 33: The Insurance Industry: Reputation Management in Good Hands
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The type of advertising used in the insurance industry and expectations of what insurance will do for us have changed over the past 15 years. The “negative halo affect” is an issue for insurance PR. Social media, creating good or bad reports, is extremely powerful in affecting public opinion. Many changes came about from lessons learned from Hurricanes Andrew and Katrina, both of which redefined the insurance business. For Allstate Insurance, the successful and entertaining “Mayhem” campaign is now combined with an overarching grassroots employee movement to enhance the corporate reputation.
Bob Gorman Biography Jim Dudas Biography |