If you are a local broker, one of the things that you may be particularly keen to focus on is your local public relations.
Local PR can be an incredibly effective way to build your brand and boost your visibility in the area, but getting it is not always easy.
Here are a few ideas for how you could go about getting more from your local public relations.
Sponsor local events
Sponsoring a local event, perhaps a charity event, is one of the best ways to get some local press coverage.
Local newspapers are always looking for stories, and there’s a good chance they will include your name when they cover the event. You may even get an interview.
Get ideas from the national press
You could also look through the national press for stories that you could somehow relate to your products. For example, if some research comes out about how people are spending too much on their car insurance, you may be able to put a local slant on this.
Be creative
Creativity is important with successful public relations, so you may want to consider doing a stunt in your local area. Make it something fun and visual, and try to get publicity before and after the event. Just make sure you make it relevant to your business.
Target local blogs and websites
Local blogs can provide you with an effective form of public relations, and it can also be easier to get mentioned in these compared to the local paper.
You may simply want to write guest posts for the blogs, or you could make contact with them and let them know that you are a local expert who they can quote for insurance-related stories if necessary.
It is all about forming relationships with them, so get involved by leaving comments on their blogs and it could lead to bigger things.
Carry out a survey of local people
One idea is to come up with an idea for a survey on a topic that is of interest to local people and which can relate to your business. For example, if your main products are travel insurance, you could conduct a survey into their holiday habits.
If you get some interesting results with a very local focus, it will be difficult for your local paper to turn it away.
Don’t forget local SEO
Although local SEO is not exactly PR, you should not forget about it entirely. More people than ever are searching for local businesses – especially with their smartphones – and you want to make sure you are visible in the search engines.
If you do nothing else, at least sign up with Google My Business to ensure you have a presence in Google Maps and on Google+.
Boost your local brand visibility
Getting your name mentioned for the right reasons in local publications is an excellent way to build your local brand and win new customers. If you can become a trusted local name, the effects for your brokerage could be long lasting, so keep some of these tips in mind and put some regular effort into your local public relations.
