With thousands of PR companies in the UK to choose from, finding the right fit for your insurance business can feel overwhelming. Many decision-makers delay making a choice, unsure where to start.
A quick Google search of ‘leading insurance PR firms’ might show agencies like Midnight Communications at the top, but that’s only the beginning. The true challenge lies in selecting a PR partner that fully understands your business goals, asks the right questions and can deliver tailored, measurable results.
To make the right choice, insurance companies need to take a structured approach. By identifying clear objectives, working with PR firms that know the sector, leveraging data and focusing on effective storytelling, companies can use PR as a tool for growth, reputation management and trust-building with customers, stakeholders and talent.
Defining your goals for PR success
Before engaging any PR firm, businesses of all kinds including insurance must first define their goals. Are you aiming to raise brand awareness, enhance trust, launch new products, recruit more talent or tackle all of these at once? Knowing your objectives is key to finding a PR partner that will meet your needs.
Consider these important questions.
How is your brand perceived? The insurance industry often faces significant trust issues. In fact, a Which? report found that only 21% of consumers trust insurance companies to act in their best interest. This makes finding a PR firm with experience in managing and enhancing brand perception crucial.
Do target audiences understand your POV? Positioning your company as an industry leader in the media is a powerful strategy. Thought leadership has been shown to drive demand for services, with 73% of decision-makers reporting that it helps them form opinions about a business, according to the 2024 Edelman-LinkedIn B2B Thought Leadership Brand Impact Report.
PR agencies with strong media connections can help you get featured and position your executives as go-to experts on hot topics in the sector. They’ll also have expert content creators to lift your messaging off the page and engage with journalists and target audiences.
Call in the insurance PR sector experts
Insurance is complex and highly regulated, making it essential to work with PR professionals who truly understand the industry’s intricacies.
For instance, communicating complex insurance information is a challenge that, when handled well, can become an opportunity to build customer trust. Expert PR agencies like Midnight will help translate technical jargon into clear, relatable content that resonates with your end customers, intermediaries and the media.
In such a fast-evolving industry, specialist knowledge is essential. Insurance companies deal with complex challenges like cybercrime, data privacy, climate change and global conflicts –all issues which are not only in the current headlines but unlikely to be leaving the top news stories anytime soon. These issues require PR firms that stay ahead of industry shifts and emerging trends.
Experienced insurance PR firms like Midnight are embedded in the sector and understand the unique language and trends that define it. This enables us to craft authoritative narratives that resonate with target audiences while building trust and credibility.
We have long-established relationships with key journalists in the insurance world, ensuring your brand gets the visibility it needs. Whether it’s positioning your company as a leader in cyber insurance or promoting a new product, an experienced PR firm will know how to get your story heard and build lasting connections with your audience.
Leveraging insurance data for digital PR results
Insurance businesses often sit on a goldmine of data, which can be invaluable for PR campaigns. Likewise, many PR firms offer tools to analyse the effectiveness of these campaigns. From sentiment analysis to assessing media coverage quality and social media engagement, data-driven digital PR can ensure your message reaches the right audience and generates real results.
Tracking metrics allows PR firms to assess whether their work is driving traffic to your website, or increasing engagement on social media, or translating into business leads. This not only helps you measure ROI but also fine-tunes ongoing strategies to ensure continued success.
But perhaps one of PR’s biggest roles in insurance is humanising the sector. Stories that highlight how insurance helped a business recover from disaster or supported a family in crisis resonate with audiences. Featuring employees who embody your company’s values and commitment can also help build a more relatable and authentic brand image. We know from talking to our journalist contacts that real-life human stories are what they are looking for at all levels from regional press, trade titles and national publications.
Midnight excels at creating content that showcases these human elements. We generate stories that highlight how your services impact lives and communities, making your brand stand out in a crowded market. This narrative approach works in tandem with traditional media relations to boost your company’s profile in a meaningful way.
We’re finding that as the insurance sector evolves, so do the PR strategies and tactics needed. Digital PR tactics, such as generating backlinks and improving search engine rankings, are essential. Platforms like LinkedIn offer additional opportunities to engage directly with potential customers and intermediaries and helps establish trust and authority in the market.
Overcoming budget and commitment concerns
Some insurance companies hesitate to engage a PR firm because of uncertainty around cost and commitment. However, an agency worth its salt will work with you to create a plan that suits your needs and budget. At Midnight, we understand that every company is different, which is why we offer flexible strategies designed to deliver maximum value as well as impact.
A great example of specialist PR in action is our work with Arch Insurance. After acquiring several businesses, Arch faced the challenge of integrating new messaging and positioning themselves in the UK broker market. They also wanted to establish themselves as leaders in cyber insurance ahead of a product launch.
We developed a thought leadership campaign, created new digital assets and built strong media relationships. As a result, we significantly raised Arch’s brand profile, successfully launched its new product and helped it gain a substantial following on LinkedIn.
The insurance sector is no longer the staid, predictable industry it once was. Today, it’s dynamic, innovative and at the forefront of technological advancements. Partnering with an experienced B2B PR agency can help your business navigate this exciting but complex landscape, ensuring your brand’s story is heard, understood and trusted by the right people.
Ultimately? You need to pick the agency that you feel will deliver the best results but that your team will be able to work alongside the most effectively.
For more information or to discuss your objectives with an expert, contact us today.
What do our insurance clients say about working with Midnight?
Elliott Wallis, Senior marketing manager, Arch Insurance International: “I like to work with honest people and I have to say from Alex to all the rest at Midnight, they are all so honest and down to earth, which makes meetings, communication planning and ‘brain-dumping’ that much easier! Really nice team and great work-ethic, and no egos which is so refreshing! And importantly, some fantastic ideas and implementation that have helped enhance our branding and communications. Thank you team…”
Matt Ward, Executive Director, Marketing, Howden: “We have worked with Midnight for several years and they have become an invaluable extension of our in-house marketing team.
“Midnight has many strings to their bow, not only as a first class PR agency but as a team that brings energy, creativity and strategic thinking to all aspects of marketing.
