When I suggested during a recent speech on how to improve theindustry's lousy image that insurers make use of their army ofemployees as good-will ambassadors, I was pigeonholed by verynervous executives who complained their legal departments wouldnever allow such an initiative to be launched. If that's true, theindustry is cutting off its nose to spite its face.

My speech before the Society of Insurance Financial Managementdown in Boca Raton was headlined: “The Industry's Image and ItsImpact on the Bottom Line.” Anyone who thinks there's no connectionbetween the two–or worse, that public relations is some sort of“soft cost,” the return on which cannot be calculated–hasn't beenpaying attention to all the negative headlines of late, and thestate and federal hearings they've prompted.

My main point was Bob Hartwig–president of the InsuranceInformation Institute, and your most enthusiastic and articulatedefender–cannot improve the industry's reputation all alone. Noteven insurance company PR departments are up to the task. You'llneed all hands on deck to keep this Titanic from hitting theiceberg of public disapproval.

Your best bet is to deputize the hundreds of thousands of peoplewho work in this industry. When they return to life among the“civilians” who know nothing about the insurance business, theyshould be encouraged (and prepared) to defend their profession andcompanies whenever someone bashes the industry at chamber ofcommerce meetings, backyard barbecues, bowling leagues, etc.

After my speech, a number of folks came by shaking their heads.One said his carrier not only specifically forbids employees fromspeaking about the company outside the office, but they go so faras to make their people sign an agreement to that effect, withtermination an option for violators.

That's just great. So when some blowhard at a neighborhood eventstarts taking shots at the industry, the person who knows betterhas a gag slapped on them by their own company!

I realize there are legal implications here, but there is also arisk-reward equation to take into account. By silencing those whomake their living in the insurance business when they have a chanceto defend the industry's honor and integrity, carriers are losing agolden opportunity to counter a lot of the disinformation andmisconceptions floating around.

Of course, to make this work, people need to be trained on howto respond when the industry comes under fire in their presence. Inaddition, it should be made clear that talking with your friend orneighbor is a lot different than being interviewed on the record bya member of the media or a plaintiff attorney.

Making this work will take regular communication, so that peopleare up to speed on controversies damaging the industry's image andare armed with counterarguments to uninformed criticism.

The fear of being fired or sued isn't the only hurdle this ideawill have to clear.

While speaking last year before the Insurance MarketingCommunications Association, the idea was raised of enlisting theindustry's entire workforce. The problem the PR people inattendance brought up was budgetary, rather than legal. Nonebelieved their carriers would ever put up the funds necessary totrain employees and keep them up-to-speed.

If true, this would demonstrate the old refrain about beingpenny-wise and pound-foolish. A modest investment could pay bigdividends if an informed and motivated ambassador corps helpspolish the industry's tarnished reputation.