When I suggested during a recent speech on how to improve the industry's lousy image that insurers make use of their army of employees as good-will ambassadors, I was pigeonholed by very nervous executives who complained their legal departments would never allow such an initiative to be launched. If that's true, the industry is cutting off its nose to spite its face.

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

My main point was Bob Hartwig–president of the Insurance Information Institute, and your most enthusiastic and articulate defender–cannot improve the industry's reputation all alone. Not even insurance company PR departments are up to the task. You'll need all hands on deck to keep this Titanic from hitting the iceberg of public disapproval.

Your best bet is to deputize the hundreds of thousands of people who work in this industry. When they return to life among the “civilians” who know nothing about the insurance business, they should be encouraged (and prepared) to defend their profession and companies whenever someone bashes the industry at chamber of commerce 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 from speaking about the company outside the office, but they go so far as to make their people sign an agreement to that effect, with termination an option for violators.

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

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

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

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

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

While speaking last year before the Insurance Marketing Communications Association, the idea was raised of enlisting the industry's entire workforce. The problem the PR people in attendance brought up was budgetary, rather than legal. None believed their carriers would ever put up the funds necessary to train employees and keep them up-to-speed.

If true, this would demonstrate the old refrain about being penny-wise and pound-foolish. A modest investment could pay big dividends if an informed and motivated ambassador corps helps polish the industry's tarnished reputation.

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