Changing Perceptions of The Insurance Institute of Ireland
Brief:
The Insurance Institute of Ireland (III), founded in 1885, is the national educational and professional training body for the insurance industry. WHPR was appointed by the III in 2010 to effectively launch the newly rebranded Insurance Institute of Ireland and by doing so, generate media awareness, interest and recognition in the services of the organisation as a provider of insurance education.
2010 also coincided with the Institute’s 125th anniversary since its foundation. The Institute wanted to celebrate and mark this occasion while at the same time, positioning the III as forward-looking, innovative and relevant to the needs of its members today.
One of the overarching objectives of the PR programme is to support the III in positively changing members’ perceptions of the overall value it provides.
Solution:
Media Relations: development of a PR programme encompassing key elements such as:
- Announcement of newly appointed President and his message to the industry
- Provide media with a spokesperson from the III to address issues related to careers, education and professional training standards for the Insurance sector
- To support the Institute’s Inaugural Business Breakfast seminar as the key launch pad and showcase for the newly re-branded organisation, with a particular focus on media relations activity
- Media training and preparation around key media events
- Issues monitoring and management
- Provide PR support around ongoing Insurance Institute of Ireland events and initiatives
The Inaugural Business Breakfast Seminar, which was held in the RDS in May 2010, attracted over 850 delegates on the morning of the event and featured presentations from both the Financial Regulator and the Financial Ombudsman. As part of the event, live coverage was carried on the III website and WHPR produced a news related video around the event and the role of the III. The digital news report was broadcast on a number of online business websites and was made available to all members to view.
