Working with the Media

After the media finish describing the destruction wrought by a catastrophe and its impact on the residents and the businesses in the area, they will ask, “What will be done to restore things as they were?”

That’s when reporters begin searching for insurance sources. The reporters involved may never have produced an insurance story before, and, therefore have no established contacts.

These reporters face obstacles trying to write a good catastrophe story under deadline pressure. They have to find a qualified, competent and articulate source, they may not know what questions to ask, and they must ensure the source is credible.

Industry Response

Several groups, including FAIA, The Florida Insurance Council, and the Insurance Information Institute, act as statewide insurance sources for Florida media outlets. These groups are in contact with one another prior to a hurricane strike or following any catastrophe. They share information and coordinate their activities.

Fundamentally, it is their task to work with the media so agents can attend to the needs of their clients. The media already will have received news releases explaining catastrophe coverages and procedures. When a hurricane is on its way, they will get additional material. And when the storm has done its damage, these groups will coordinate with the media.

The main reason for this type of centralized response is uniformity. It frustrates and impedes the media to have varying numbers or conflicting advice floating around. It’s also poor industry public relations to swamp the media with uncoordinated calls from the industry.

Nevertheless, agents will be called. Industry news releases may not have gotten to the reporter assigned the story, and local media want local sources, and properly so. A local agent can provide important perspectives on what’s happening. Proactively, you may want to assign a spokesperson that all media requests go through.

Questions Reporters Could Ask

• Where are emergency claim centers?
• Who should be called?
• How must property be protected from further damage?
• What records will be needed?

Even if the reporter doesn’t ask for the information, make sure you communicate the importance of remaining calm and patience. Assure the reporter that insureds claims will be handled fairly and as quickly as possible. Information such as websites for claim information and telephone numbers should be included in all media releases.

Tips for Working with the Media

There are no hard and fast rules for talking with reporters. The reporter and situation will vary enough to create multiple exceptions to nearly all rules. Here are a few tips, however:

• Be honest and direct. Reporters are genuinely appreciative of those who help them prepare a good story.
• If you won’t know the answer to a question, say so. Don’t try to fudge if you are not 100 percent certain.
• Agents should not try to sell a reporter on their points of view. Help the reporter get his/her story.
• Remember and respect the reporter’s deadline.
• Treat each reporter as an individual. Bad experiences with other journalists don’t count.
• Media relations are “win some, lose some” propositions.