Thank You - BEST Workshop Ever!

PICA is comprised of some of the best communicators and creative talent in the insurance industry. It is because of you that PICA held such an amazing conference in New Orleans this week:

• Your suggestions for a great location took us back to New Orleans, and boy...was this city ready for PICA to visit. What relevant, moving, inspiring stories New Orleans had to share with us! And how fortnate we all were to be able to listen to and absorb them.




• Your topic requests helped us find extraordinary speakers! Every single one gave us useful information that we can take back to our companies and put to good use.




• Your input, conversations and interactions with each other and our speakers remind us of why we're in this organization anyway - to share ideas, learn new information and fine-tune our skills. Each of your involvement - and your company's involvement - increase the value of our workshops and we appreciate it!

Thank you for an excellent week! Check here next week for speaker recaps, links and photos...they're coming!

2011 PICA Workshop in New Orleans is Almost Here!

Hi Everyone –

After months of planning by your Administrative Committee, it’s hard to believe that the 2011 PICA Workshop is finally almost here!

I’m very excited about the program the team has put together and, once again, we’ve taken advantage of our location to get some new and interesting perspectives on the cornerstones of our name – “Insurance” and “Communications.”

On the Insurance side, we’re grateful that Louisiana Insurance Commissioner Jim Donelon is able to join us to kick things off and provide his view of the industry’s challenges and opportunities. As a communicator employed by an insurance company, I’m keen on learning from our agent panel about what types of company communications work – and what doesn’t. I think everyone will also be ready to hear something good about the industry when we hear from another area agent, Angelyn Treutel, who will present some real world examples of the difference insurance can make with our customers.

On the Communications side, we’ll also learn about the latest in social media and do some exercises on how to best utilize these ever-evolving tools. Professor Ashley Nelson from Tulane University will concentrate on writing for social media, while PICA favorite Cindy Crescenzo steps up as lead presenter to provide insight on how to make social media work for your organization.

We’re also honored to have Kay Wilkins, CEO of the Southeast Louisiana Chapter of the American Red Cross, on hand to talk about the importance of disaster preparedness and how we can share this information with our policyholders. We’ll also have the traditional open forum as we discuss our own specific challenges while also looking for ways to make PICA a more effective organization.

One program change note: On your original program, we were going to do some volunteer work with a local agency on Tuesday afternoon. Unfortunately, and despite some extensive research and investigation by one of our committee members, the original plan fell through and new logistics for this activity could not be arranged. Therefore, you will have some extra time that afternoon to explore more of what New Orleans offers, whether it’s the Audubon Zoo, the new “Living with Hurricanes: Katrina and Beyond” exhibit at the Louisiana State Museum, the World War II Museum or a trip to one of the many interesting neighborhoods outside the French Quarter.

In the meantime, I hope you’re excited about this year’s Workshop – and we haven’t even talked about the special charms of New Orleans! Bring your appetites, as the Crescent City was named “The Most Affordable Dining City in the Country” by Zagat in November. We’re not just talking Krystal, either, with some of the finest restaurateurs in the country setting up shop. Of course, the city is also known for its live music, so whether you like blues, jazz, folk, country or rock – there will be something for you to enjoy. Finally, New Orleans was named one of the “Coolest Cities in America” by the search engine Bing – which we already knew.

See you there and laissez les bons temps rouler!


Patrick Faherty
Public Relations Manager - Grange Insurance
Chairman - PICA, Inc.

May is Right Around the Corner

We say it every year, but if you are sitting this year's conference out, you are missing the best one yet. Never before have we had:

• an insurance commissioner address us


• a chance to interact with agents


• the opportunity to give back to the community in which we're meeting


• the chance to look at insurance through the eyes of an area that has needed our industry's help in a big way

If you've attended a workshop before, you already know how you feel when you leave - informed, rejuvenated, focused and ready to tackle the World of Insurance Communication. If you've been, you know just why you simply must find a way to attend again this year.

But if it's been a while, or if you've never attended, you're missing out on a great opportunity. I encourage you to sign up, or if you'd like more information, simply comment below and we'll get it for you.

PICA's 2011 Workshop Agenda - Let's Try Something New!

Friends,

We've finally got our plans together and we're ready to tell you the GREAT news about our 2011 Workshop Agenda.

And wow. I mean, WOW! We have had some fantastic speakers at past workshops, but this year...this year...well, just see for yourselves:

We've got:

• Louisiana's Commissioner of Insurance, Jim Donelon, to give us the scoop on insurance trends and the state of our industry
• Professor Ashley Nelson of Tulane University to talk to us about effective writing using social media
• Cindy Crescenzo to give us a crash course on using all lines social media to promote our companies the right way
• Kay Wilkins, CEO of the Southeast Louisiana Chapter Red Cross to talk about disaster preparedness and response
• An AWESOME panel of local Agents, moderated by Ted Besesparis (and yeah, you get to ask them questions about how they'd like to receive communications and what they need from our organizations!!)
• Angelyn Treutel of the Treutel Insurance Agency to revive our spirits and remind us of all the good our industry does.
• A field trip to a Habitat for Humanity site where we can literally dig in and HELP someone in need

See what I mean? This year has so much potential...this might be the GREATEST PICA WORKSHOP EVER!

The only thing that will make it better is if you are there...so, what do you think? Are you in?

Headin' to New Orleans in 2011!

Hello, PICA People!

Great news - we've got location, dates and the beginnings of a fantastic agenda for you. Here's a message from our Chairman, Patrick Faherty, (who also made the awesome logo for the conference...thanks, Patrick!)

Dear PICA Members and Friends:

Make plans now to join PICA May 16-18, 2011, for our Annual Workshop in New Orleans!

More details will follow, but for those working on budgets for next year:
• We’ll stay at the Royal Bourbon Hotel, located at 800 Iberville Street in the heart of the French Quarter. We’ve secured a room rate of $139, including for those who would like to check in up to two days early or stay an additional two days. Click here for more information about this property.
• Workshop rates remain flat, with Early Bird Registration set at just $400 for PICA members and $550 for non-members. We will keep Early Bird rates available until mid-March for those of you who need to pay out of your 2011 budget.
• One-way transportation costs from Louis Armstrong New Orleans Airport (MSY) are $15 on the shuttle and $29 by taxi.

Thanks to the surveys from our 2010 conference, we’ve picked some great topics for the 2011 workshop. We’re still developing a firm agenda that we’re confident you’ll enjoy, including opportunities to:
• Dig into a half-day session about how to really use social media to benefit your company and establish a credible online presence
• Hear from independent agents about their communication wish lists from insurance carriers
• Learn about how New Orleans triumphed over catastrophe and what role insurance played as the city bounced back.

This promises to be a most interesting workshop in a very interesting location. For more information, be sure to bookmark the PICA website and we look forward to seeing you in the Big Easy next May!

Thanks,
Patrick

Great Questions - and Your Answers - Are Welcome!

We've talked about using this site as a place to pose questions and challenges and seek solutions from members. Pauli contacted me with a great question this morning and I'm posting it here and hoping for your responses.

Question: "I'm interested in how different organizations archive and document communications to meet legal record retention requirements. Our General Counsel is requesting that every marketing piece have an edition date and can be retrieved upon demand. Just wondering how folks do that... and what platform do they use? Thanks!"

Please leave your suggestions in the comments below (if you prefer not to register, you can select "anonymous" from the posting options and sign with your first name at the end of your comment if you'd like to share your identity.)

Thanks for your input...your knowledge and experience will help make PICA-Connect! even better!

Workshop Summary - Janet Wright and Carol Watson Teach Us Top Tips for Event Planning

Last but not least, we've got a summary of the informative session on what to watch out for - and ask for - when planning an event at a hotel or a resort. While not all of us have this as a regular duty, we've all got the opportunity to try our hands at planning an event as PICA members! If you join the board, you'll be helping to plan a workshop or two...so here we go!

Today's summary is brought to you by Assistant Secretary & Treasurer - and PICA Workshop speaker - Janet Wright.

Whether planning a company agent recognition luncheon or a full convention, the basics of contract negotiation, meeting room set-ups and planning meal functions are essentially the same. This is true whether the event involves a group of ten or 1,000, according to Carol Watson, director of Marketing/Communications, Independent Insurance Agents of Indiana, and Janet Wright, PICA assistant secretary/treasurer, in their joint presentation, “Top Tips and Pitfalls of Event Planning.”

Jan and Carol give it to us straight - careful planning means having a successful event!

Careful contract negotiation is at the core of any successful event. Some basic items apply to any situation.

•Schedule negotiations early – ideally six months prior to your event. This allows time to avoid rushing decisions and gives time to develop a relationship with hotel representatives. It is most important to create a “win-win” outcome for both sides.
•Plan your budget before negotiating. Calculate fixed, variable and break-even costs. It is easier to negotiate prices and concessions if everyone is aware of what the budget is. Don’t forget special set-ups and audio/visual equipment needed in budgeting and negotiating.
•Remember that everything is negotiable. Compose a “wish list” of things you need and want for your event. Your specific preferences can get lost during the negotiation process unless you have them clearly in mind.
•Read every word of the contract once, twice, three times or more. Have an attorney review it, or – if you don’t have that luxury – have a peer read it and question every aspect that isn’t clear or doesn’t make sense.

When the event involves reserving a block of hotel rooms for attendees, meeting planners need to understand the meaning of a very important term: attrition. This is the difference between the actual number of sleeping rooms used and the minimum number of rooms specified in the hotel contract. Attrition is the allowable shortfall or slippage – usually 10 to 20 percent of the number you estimate your group will use – of the guarantee.

“Ask for 20 percent attrition in negotiating your contract,” Watson explained. “The hotel also will generally agree to include a calculation allowing for the unsold rooms in your block to be available for sale to the public after your room reservation deadline. Any rooms the hotel is able to sell before your event begins will be subtracted from your block, and you will only be charged for the remaining rooms they are not able to sell.

“Do not sign any contract that does not contain an attrition clause,” Watson continued. “Attrition not addressed in a contract gives the hotel free rein to make up the rules as they go. Get it in writing!”

Wright added, “There’s no substitute for advance planning. Go into any contractual situation – from a luncheon to a convention – knowing everything you want, the services you expect and the budget you have to work with. Be very clear about the details of your event with the hotel, banquet hall, restaurant or caterer. Never assume anything that isn’t agreed to by both parties in writing.”

For more contract negotiation details and tips, or for help with your event planning questions, email Carol Watson at watson@bigi.org, or Janet Wright at pica.jan@att.net.

PICA Press Release - Here's to Our New Leadership!

Great news! Jan is distributing our official press release about our new leaders for PICA, Inc. Please take a moment to congratulate those who will shape the future of our organization!

Workshop Summary - Steve Crescenzo Reminds PICA Why We're Here

Here is another workshop entry to help you rediscover all the great things you learned during the 2010 PICA Workshop in Las Vegas! Past PICA Chairperson, Kirsten Amspaugh, summarizes Steve Crescenzo's Advanced Writing & Editing session:

I was very proud and pleased to have the Crescenzos join us in Las Vegas for our workshop. For years, Steve's C.R.A.P. Awards and articles have been circulated within my company's corporate communications department, and we've always held Steve's theories about effective writing in high regard. So, it was really a treat to finally get to meet Steve and to receive specific feedback from him about how each of us can improve our publications.

Steve explains how he's taken time from his regular job with the "Thunder From Down Under" dance group in Las Vegas to work with PICA.

Steve takes a holistic approach to corporate communications. Generally, a company's needs to communicate are generated by policy, programs or procedures...but it's all really about people. The best companies use their publications to build communities of people.

Steve's presentation reminded us that any time we put pen to paper - or fingers to keyboard - we have to ask ourselves, "Is this worth doing?" Does the message we need to get out there have a benefit to the organization or to the audience? If not, maybe we shouldn't write it. Steve asked us, "Do you want to be seen as strategic communicators, or do you want to be Julie from the Loveboat?" Before you Loveboat fans get offended, consider that our purpose as corporate communicators isn't to give the audience what they think they want. Our purpose is to give our audience what they need to do their jobs and make contributions that benefit the organization.

Steve illustrated his points through our own publications that we submitted to him prior to our workshop. While some may squirm just a little when their publication is up there on the projection screen, I crave this kind of criticism and really welcomed the feedback, so everytime I saw something from my company appear on the screen, good or bad, I was psyched. To have specific feedback from someone like Steve is a huge benefit of PICA's workshop setting - we actually get to interact with writing experts and see our work through fresh eyes. (Hint: if you didn't submit something this year, do it the next time we have a session like this! You'll really increase your company's return on the investment it made by sending you to our workshop...)

A few examples of the kinds of specifics Steve touched on that we could fix right away:

Write better headlines! Putting words above an article in a larger font doesn't make it a headline. Use verbs to create movement and energy. And don't write the headline last...write it early on in the process while your enthusiasm is high and let that theme lead the article.

Give your publications credibility. How does it benefit your company's objectives to write about how a retiree plans to fish or (surprise!) relax upon retirement? Or to include articles that talk about an employee's favorite recipe or about household issues? While these topics may seem like they're contributing to the human element of your publication, they're really just fluff. Punch it up and include things that will increase your company's overall success. For example, in an interview with a retiree, ask, "What is the one thing you've always done to promote good service?" Now, that is a parting thought that shows a person's value and can benefit those who continue to work for the organization. Or, ask someone else for a story or quote about that person to illustrate the kind of worker they are.

Good writing is talking edited. Given that, when we construct long quotes that our executives supposedly said that sound nothing like talking, it's obvious! And awkward.

While the session was packed with information, we laughed a lot, too. Whether we were giggling over Crescenzo Communications IT Department, or learning how to play Buzzword Bingo, Steve did a great job of keeping the energy high and the mood light. An outstanding session!

Workshop Summary - Michael Wilder Adjusts PICA's Social Media Mindset

During our 2010 Workshop, Michael Wilder opened our eyes to the possibilities of how social media and networking could impact a business. Michael is a Learning Technologies Specialist at the University of Nevada, Las Vegas. Past PICA Chairman Kirsten Amspaugh gives her account of Michael's time with us:

Michael Wilder opened his super-informative session by assuring us that he wasn't there to convince us one way or another about whether we should include social media as a part of a communication strategy for our companies. However, by the end of his session, I think most of us felt that in order to move our organizations forward, we needed to think long and hard about using social media effectively.

Michael describes how social media can be used to generate energy about a group or product.

Since many people look at Facebook and Twitter as places to play on the Internet, why should we consider using them as tools to promote something as serious as insurance? Michael made two great points - first, that the idea of marketing has always been to cast our nets as far and wide as we can to catch the most possible fish. Second...social media is FREE! The only investment we are required to make when using it is our time.

So, how could social media help a business? Well, it's as simple as the concept of word of mouth: user reviews of a product can influence the purchases of their friends. Social media sites give companies an opportunity to establish an approachable identity online. Users can view the preferences of people they trust or admire and then rely on friend recommendations instead of only having the "company spiel" as a source of information.

What is attractive about social media? It's immediate, selective and easy to use. It allows people - even amidst the hustle and bustle and noise - to connect with authenticity.

Michael used Zappos as a case study to show us how one company has used social media to promote its products, connect upper management to the public, and create an online identity that is personal, approachable and likeable.

One concern I had as an insurance communicator was, "Do we have an obligation to respond if someone posts a comment to our corporately sponsored social media site?" Michael says that the obligation to respond isn't there, but a marketing opportunity exists when we do. Trends in posts can reveal where we need to improve. "You're saying, 'We're going to be dedicated to improving our service'...that is the only obligation you're creating with your online presence," Michael explained.

An additional thought Michael shared is that some businesses hesitate to have an online presence because they don't want to create a place where negative comments can collect and dwell. "Just because you don't have an account doesn't mean people aren't communicating. Negativity can be revealed anyway," he explained. But when we have a specific place online for communication to happen, we do have more control because we can see the comments and do something about them, whereas without a presence, we may or may not see the comments...and we'll miss the opportunity to improve service.

You can review portions of Michael's presentation to PICA and see the video he shared with us illustrating the prevalence of social media here.