Workshop Update

Hello!

Thanks for all the great feedback and e-mails supporting our choice of location for the 2010 PICA workshop!

We have some phenomenal speakers, including Steve Crescenzo of Crescenzo Communications, Michael Wilder of UNLV, Sharon Exharos of Realty Executives and Marko Sackren of Red Rock Media Group, Inc. A fantastic group of speakers to re-energize your communication talents.

So, if you've got colleagues who have never attended one of our workshops, why not get them to come on out and give PICA a try? With topics ranging from social media to going green to publication perfection, there is something at PICA's 2010 workshop for every insurance communicator. Any minute now, the official agenda and registration sheets will be posted on our static site. (I'm too impatient to wait...so excited about this workshop that I had to put something up now!)

Plus, let's face it...it's a bargain. I mean really. You want more knowledge and your company wants to be frugal with all expenses - including education. I challenge you to find a better, more informative, fun, well-rounded conference in a great location for less than our tuition! Not possible!

I'm looking forward to seeing you in Las Vegas. If you haven't asked about working this in to your 2010 budget, now is a great time... If you have asked, register early for more savings!

The Look of 2010...

Save the Date!

May 23 - 26, 2010

A big thanks to Patrick for another crisp, clean, exciting, dynamic workshop logo!

PICA 2010 - Las Vegas!

Finally! We can share the GREAT NEWS with everyone!

PICA, Inc. will meet in Las Vegas at the Flamingo Hotel & Casino, May 23-26, 2010, for our annual workshop.

We're working on the details - such as speakers, costs, and more - so that you can share everything with your employers and gain early approval to attend.

Stay tuned and we'll be updating VERY soon!

p.s. Please note: when you make your reservations, you'll need to make it by phone and identify yourself as a PICA attendee both to get the discounted rate of $89 and to make sure your room counts toward our room block requirement. You may not use additional discounts with this reservation.

The Clock is Ticking...

...and we're almost ready to annouce the big news about PICA 2010!

Question - Social Networking and Insurance...Do They Mix?

Hello, PICA Members and Friends!

One of your colleagues wants to know:

"How does your company feel about allowing agents to use Facebook as a marketing tool? Do you have guidelines to offer if they choose to do this?"

And

"Does your company have a Facebook page? Do you have guidelines you can share?"

If you have thoughts on this, please leave them in the comments section...

Thanks!

-Kirsten

Almost...

Are you on pins and needles, waiting anxiously to know where and when PICA will meet in 2010?

Stay tuned, my friends...we're already in negotiations on an amazing property in a place we are positive you'll enjoy.

How do we know you'll like it? Because every year, many of you put this city on your suggested locations list, even though we've been to this city once before...

That's the only hint you're getting!

So, sit tight...we'll have a "save the date" communication coming to you soon!

-Kirsten

We're Thinking of You!

Hello! Your Advisory Committee has PICA on the brain- we can't stop thinking about the next workshop! And of course, that makes us think about each of you...

We're thinking about what you might like, where you'd like to go, what you like to do and see while you're there...we have your best interests in mind. Whether it's figuring out how far the hotel is from the airport, or counting the number of activities within walking distance of the hotel, we've got you covered. We know you'll be pleased with what we come up with.

We hope to have a location to share with you soon. Until then, be well and stay tuned for more PICA news!

-Kirsten

Images of Austin

While there was plenty of learning going on at the PICA 2009 Workshop, we did manage to get out there and have a little fun, too! Here are some photos of our adventures...thanks to Sam for contributing some of these fine photographs.

The Duck Tour

Our Knowledgable and Witty Duck Tour Guide

Dinner at a Local Favorite, Stubbs

Scenes from Austin

Day Three - Open Forum

On the last day of our workshop, we meet to "talk shop." This year, our member-generated topics included how to get our co-workers to contribute articles to our publications, how to best reach our agents through e-mail and other media, how to get good ideas for stories, and who within our companies are responsible for maintaining company manuals.

Here is a perspective on the benefits of our Open Forum, shared by PICA treasurer, Julie:

One of my traditionally favorite segments of the PICA Workshop each year is the Open Forum. This is the time we set aside for all attendees to bring their questions and concerns to the group for discussion. It is the final segment of the workshop before everyone goes back to their companies with fresh new ideas and answers to any questions that might have.

It gives attendees the chance to bounce their ideas off other members and, in many cases, get new ideas from attendees that have already done “something similar.”

It has also shown me over the years where I needed to focus my efforts to remain in step with my fellow communicators in the industry. Every year there is a wide range of topics discussed and a great sharing of ideas. I’ve learned so much during my time spent at the Open Forum.

- Julie

Thanks, Julie! And remember, you can use THIS SITE as an open forum anytime you like. Is there a topic or question you want to bounce off other PICA members? Just e-mail Kirsten - (you've got my e-mail address...For SPAM's sake, I'm not posting it here!) - and I'll post it here on our blog and I'll notify our members that it's out here. We can reply to your question in the comments section. It's your way to keep the Open Forum open all year long!

- Kirsten

Day Two - Make a Plan to Impress

Here is a summary of our marketing and event planning session, as described by PICA's secretary, Becky:

Event planning and marketing of special events are key components to many of our job responsibilities as insurance communicators. We plan golf tournaments, agent incentive trips, networking events...whatever the event, our goal is to make it a success!

Stacey Rodrigues of C3 Presents was PICA’s final presenter during PICA’s Annual Workshop held in Austin, Texas last month. Stacey brought to the table a template for event planning success. Whether planning a small informal gathering or a huge 3-day festival with thousands of spectators, this template can be used from the initial planning stages to the final execution of the event.

During her presentation, Stacey discussed elements including: researching the logistics of an event, brainstorming ideas with a group, budgeting for small and large items and promoting the event to the right audiences. Finally we talked about the importance of gathering feedback after the event to gain insight on improvements for the next gig.

For me, the best part about being a part of the PICA group is when a workshop speaker opens up the floor for some great discussion! Stacey fielded tons of questions from our group and, in turn, gave us some great suggestions:

• Think about using Facebook and Twitter as platforms to connect with your audience and promote your event.
• Look to your local community for speaker resources to help curb expenses and stay within your budget.
• When unveiling a new building location, consider a scavenger hunt for guests to participate in to familiarize themselves with the new building layout.
  

I definitely know I was able to take back a lot of fantastic ideas to my home office in Maryland. I look forward to experimenting with some of these suggestions in my next event – I hope you do, too!

- Becky

Day Two - Take Your Best Shot (then take another one!)

Here is a summary of Rick Patrick's photography session, as described by PICA director, Carol:

To say I’m “camera shy” is a gross understatement so I timidly packed my camera when I left for the PICA Workshop lamenting to my husband… "I don’t know why I’m taking this since I’m the poster child for the world’s worst photos!" But I must say, the session on Photography Tips was quite a pleasant surprise.

Rick Patrick, a valued and long time professional photographer in the Austin community, casually flipped through his photos and we knew immediately that he is a real pro at capturing real life in a most unique and intriguing way and I thought, "Oh no, I’m not going to understand any of this." But he quickly calmed my fears as he clearly addressed in plain English all of the issues that have caused the camera not to be my best friend all these years, like too much light, not enough light, too many people, boring backgrounds, too far away, too close, the dreaded Red Eye and more!

Rick showed us the most important thing about photography that I never understood…how to figure out why we don’t get good photographs. Whether we need to pick up a camera and take a picture NOW, or take posed photos, Rick gave us amateurs a simple checklist and conditions to consider before we shoot. And of course, a lot of practice has to take place but Rick brought us a lot of awareness about what the components of a good photo are (and it’s not that the grandkids have to be in it!)

- Carol

Day Two - Web Sites - The Good, The Bad...and How to Do it Better

Here is a summary of our session with Dr. Homero Gil de Zuniga, professor in the Department of Journalism at the University of Texas, as described by chairperson, Kirsten:

I'll admit it - I don't do a lot of things on the Web for my company. I'm a modern girl in many respects, but I love paper! Blackberry? No. Franklin planner? YES! Fortunately, my traditional company allows me to continue my love of paper through our printed marketing materials and publications, but if I'm honest with myself, even we are putting more and more of these items online.

So how do we paper-lovers adapt - and adapt effectively - to the Online World in such a way that our companies' Web sites are useful and useable? Enter Dr. Homero Gil de Zuniga...

Homero's conversational, animated and often humorous approach to explaining the good and bad of Web design kept our attention for the duration of his presentation.

From the very basic concepts of user habits and study to the B-word (not that word...I mean BLOGGING! ), Homero taught us about what makes a good, user-friendly Web site.

We started by examining user trends with the Poynter Institute studies. We found that we could also study our own habits here. Then we learned about icons, images and connotation. And how the use of these can enhance a Web page if placed properly.

And then we learned about C.R.A.P. No, really, we did! But the good kind: contrast, repetition, alignment and proximity. These concepts can make or break a Web site. Homero even took us to the World's Worst Web site. (And yes, after a few minutes there, we were happy to leave!)

Finally, we tackled the concept of blogging...more on a how-to level than principles, though. We all know that many companies are using this interactive approach to learn more about what their customers and employees think or need.

Homero got a great response from just about everyone who attended...looking around the room during the presentation, everyone was into it, and that is a sign of a great speaker. We appreciate Homero's time with us! Now, we're prepared to get a little introspective and check out our companies' sites to see if they are good, bad or in need of improvement!

- Kirsten

Day One - The Power of Branding - What's PICA's Brand?

Here is a summary and application of the branding session with John Males, as told by vice chairman, Patrick:

I think this post might be a great way to get some interaction going with members while also serving as a recap of "The Power of Branding" presentation from John Males of Fathom Corporate Training. We were fortunate that John also brought along his lovely wife, Elena, who provided additional insight to the presentation.

I was personally interested in what John had to say to see how it related to the rebranding process my company, Grange Insurance, recently went through. It was also a nice "take back" to the office, knowing that we had independent confirmation that we did a good job.

We began by looking at some well-known brands and thinking about what they represented. The underlying idea, though, was to also think about the brand of each of our own companies and try to see how they stood up. And if I've heard it once in the past six months I've heard it a thousand times, and that's the idea that "a brand is not just a logo." John also joined in that refrain, adding it's also not just colors, tag lines, fonts or templates.

A strong brand communicates very well both internally with associates or members, and externally with customers. In essence, a brand is a reflection of who you are and what you stand for.

This is where I'd like to see some input from you in the comments section: What is the PICA brand? Who do you think we are, and what do we stand for as insurance communicators? Do we need to better develop our brand and, if so, would that be an exercise that we could undertake at our next workshop in Honolulu? (Just seeing if you were paying attention - we won't be going to Hawaii anytime soon.)

If you attended the workshop, could you take a few minutes to review John's presentation and see how it applies to PICA? Or, in lieu of that, anyone should be able to answer the questions above. Whether or not you can convince your company to go through a branding exercise, I think we can all benefit by doing it ourselves with an organization that we care about. What makes PICA special? How are those who aren't members missing out? How can we attract new members to the organizatioin?

That's what I want to know, along with your thoughts about doing a PICA branding exercise next year. I look forward to some good feedback!

-Patrick

Day One - The "I" Does Stand for "Insurance"

Here is a recap of our first presentation - April 27, 2009 - as written by PICA, Inc. Vice Chairman, Patrick:

As the insurance industry is hardly immune from the financial difficulties of the rest of the country, PICA workshop members were presented with an overview of what's taking place industry wide from Glen Cryan and Beverly Messer of the National Alliance for Insurance Education & Research.

As Chief Operating Officer of The National Alliance, Glen took the group through a number of issues that will affect companies and consumers going forward. One huge issue, of course, is the beating that many company portfolios are taking as a result of the drop in the stock market. Since companies use stocks as a way of adding to surplus, these significant drops in the market have resulted in large surplus losses for many carriers. These surplus losses could prove vital in the wake of severe catastrophe losses. Credit issues that affect consumer insurance scores may also catch the eye of legislators in various states and may result in calls for further limitations on the use of this discount tool for consumers.

Glen also noted the PR hit the industry as a whole has taken as a result of the AIG bailout, even though AIG's insurance operations were not the cause of its problems. As a result, "AIG's issues become everyone's issues," he said.

Beverly is the Vice President of Education & Research and, as a former two-time agent of the year, also brought a unique agent perspective to PICA members. As you might expect, she notes that it's important for companies to listen to agents for a number of reasons, including to find out more about consumer concerns.

She also reiterated a point that we, as insurance communicators, need to take back to our offices and repeat to management: The industry needs to do a better job of reporting all the good things the industry does, instead of sitting back and letting the media dictate the story and only report bad things. After all, as Beverly noted, nothing happens without insurance. Or, even better, her direct quote was that "insurance companies are the enablers of people's dreams."

So get back to your management, and let people know about your teen driving programs, or safety enhancements and support of organizations like the Insurance Institute for Highway Safety, and even the work of your SIU teams to save policyholders money through the detection of insurance fraud. Most companies also invest heavily in their communities, supporting good works that make a location a home. Finally, what about all the jobs the industry provides? Many companies have tightened their belts, but still there are a lot of grateful employees working in the insurance industry who are thankful for their paychecks these days.

Thanks again to Glen and Beverly for spending time with us in Austin. It was good information that resulted in a spirited discussion after their presentations, and we're better insurance communicators for having been a part of it.

- Patrick

We're Back!

Hello, PICA People!

The Austin Workshop was a HUGE success and over the next week, we'll post about what we learned and did while in Austin.

For those of you who attended, it will be a trip down Memory Lane and a nice way to recap your professional development as you share your knowledge with your managers and co-workers.

For those of you who couldn't join us, the posts will be a great way to brush up on what you've missed!

So stay tuned, and thank you for your continued interest, support and dedication.

--Kirsten

Deep in the Heart of Texas...

Well, this is it...beginning tomorrow, many of our PICA friends and members will begin traveling to Austin, Texas.

Besides the fantastic speakers, time to learn and network and enjoy the exciting location, the greatest part of getting together year after year is seeing all of you. And, of course, welcoming new attendees...we have four this year!

Thank you for joining us in Texas, and if you're one of our group who couldn't make it this year, don't worry! We'll be sure to update the PICA blog to let you know what we're up to, and we'll keep our fingers crossed that we'll see you next year!

Here's to Austin!

It's Not Too Late!

If you've been kicking yourself, crying, "How could I have missed out on such an awesome opportunity?! The PICA 2009 Workshop is only five weeks away!" stop beating yourself up! You've got plenty of time to register.

Our hotel rate of just $139 per night is secure until April 5, so you still have time to reserve your room. And you can register for the actual conference right now, too!

A few simple clicks and you can start looking forward to April in Austin and a career boosting learning opportunity that will make your entire year more successful.

We hope to see you next month!

PICA Recap - The Details You Need to Join Us in Austin!

Hello, PICA People!

Instead of hunting through a dozen blog entries for workshop information, you'll find everything you need right here, in this entry. Just click the links in this entry and you'll have all the information you need to be PICA ready!

We're just about ten weeks away from our fantastic workshop in Austin, Texas. We're really looking forward to a great group of speakers, to taking in all that Austin has to offer, and to seeing all of you!

Have you registered yet? Made your hotel reservation? Now is the time! If you're still trying to get approval to join us, remember that:

• PICA costs less than most workshops, and packs a lot of speakers into a short period of time
• Our small group means individualized attention and more interaction with speakers
• Increasing your professional skills increases your value

Do you have questions about the workshop, program content, membership or anything PICA related? Contact kirsten_amspaugh@cinfin.com or pica.jan@att.net

Hope to see you in Austin!

Your Advisory Committee

The Agenda You've Been Waiting For...

Hello, PICA People!

While many parts of the country are still looking at piles of snow, we can send our thoughts to Austin, which should be nice and sunny during our April Workshop.

In case you'd like an official agenda to help you as you create your proposal so that you may attend, here is our schedule.

More to follow!

Professional Insurance Communicators of America Annual Workshop
April 26-29, 2009
Hilton Garden Inn
500 North IH 35
Austin, TX 78701

Sunday, April 26
6:00 p.m. Informal & Optional Happy Hour. Meet to catch up and enjoy some refreshments. Often, attendees group up to go out to dinner and explore the area after our happy hour...join in and get acquainted!

Monday, April 27
7:15—8:15 a.m. Breakfast
8:30—9:30 a.m. Industry Update with Glen Cryan, COO, and Beverly Messer, VP, the National Alliance for Insurance Education & Research.
9:45 a.m.—12:15 p.m. Branding with John Males, Fathom Corporate Training

12:15—1:30 p.m. Catered Lunch
2:00—4:00 p.m. Group Excursion: Duck Tour— explore Austin courtesy of PICA, Inc.

Tuesday, April 28
7:15—8:15 a.m. Breakfast
8:30—10:30 a.m. Writing for the Web & Design Trends with Dr. Homero Gil de Zuniga of the University of Texas.
10:45 a.m.—12:15 p.m. Photography Tips with Rick Patrick of Rick Patrick Photography.
12:15—1:45 p.m. Lunch. Venture out on your own in downtown Austin.
2:00—4:00 p.m. Event Planning & Marketing with Stacey Rodrigues of C3 Presents.

Wednesday, April 29
8:30—11:00 a.m. Open Forum & Departures. Topics include future leadership and suggestions for next year’s workshop.

Tune Up Your Skills in Austin!

Happy New Year, PICA People! A very BIG thank you to Patrick Faherty for designing this fantastic logo for our 2009 workshop! Watch for it to appear on our static site and other materials very soon...