Media Relations Center

One of the best values an independent insurance agent brings to their community is expertise. 

That knowledge, both before and during difficult times, is something we should be proud to share. ​Big I NY wants to help you develop relationships with your local media outlets so they turn to you for insurance-related stories.

​Before jumping in, there are two things you need to remember:

1. We are always here to help.
   Need more guidance or help understanding these resources? Contact Julie Furst, VP of Marketing, Communications & Events.
2. Localize and personalize!
   Journalists are looking for stories to tell that will matter to their local viewers, listeners, or readers. Share real, authentic stories related to the information they need.

PRESS RELEASES.

The secret to a good press release is to be brief, concise, and include 1-2 main quotes. Don’t try to “sound smart”– use professional but relaxed language. If you’re stuck, remember that Big I NY often sends press releases. Once you establish contacts, it would be great for you to forward them along.​

Tip: Read it out loud. Would you say it that way to a friend or co-worker? If not, rework it.

INTERVIEWS.

Media interviews let you shape the story instead of reacting to it. They spotlight your agency’s expertise, elevate the independent-agent brand, and position you and your community as trusted voices that consumers and lawmakers count on.

RELATIONSHIP BUILDING.

Each local association should have one main contact person to work with the media. This person should be friendly, responsive, and detailed. They will be in the know at all times of what is being said by their local association to the media. This may or may not be the spokesperson.

Here are some tips to ensure the integrity of your relationships with media contacts: 

Respond Quickly and Professionally

Journalists often work under tight deadlines— always answer promptly, and be warm and courteous in every interaction.

Communicate Clearly and Accurately

Share factual information in the format requested. If you’re unsure about something, be honest and follow up with the correct details as soon as possible.

Stay Consistent as a Team

Ensure internal alignment— everyone on your team should communicate the same message to avoid confusion or conflicting information.

Coordinate Media Efforts Internally

Keep your board informed about any media engagement, including the topic, your approach, and who will serve as the official spokesperson.

Choose and Prepare the Right Spokesperson

Select someone credible, calm under pressure, and confident in their delivery.

Build Lasting Media Relationships

Always follow up with a thank you. Support their work by following their social media, sharing relevant content, and engaging with their posts.