Every organization faces the ongoing challenge of balancing budget realities with its business plan. Managers are expected to be thoughtful stewards of resources while still delivering measurable results. When it comes to marketing expenditures, however, there is often a tendency to delay approving and activating key elements of the marketing plan — particularly public relations support. This hesitation is especially common among startups, insurtechs and MGAs introducing new programs.
Although the cost of implementation is clear — x dollars per month or per initiative — the less visible and frequently overlooked factor is the opportunity cost of waiting. For insurance PR campaigns that rely on earned media in digital and print trade publications, as well as conference sponsorships, exhibiting, and speaking opportunities, the runway to achieve meaningful impact is typically longer than many chief marketing officers anticipate. Editorial calendars, topic saturation, conference scheduling, and competing industry narratives all require advance planning and coordination to maximize results.
Delays often occur because internal staff are juggling multiple responsibilities, for example, developing brochures, drafting press releases, managing internal events, or supporting charitable initiatives. An industry-focused PR firm alleviates this burden by bringing specialized expertise such as knowing which conferences matter, which media outlets are receptive, and which opportunities align best with the organization’s objectives.
The true value — or “alpha” — of a PR firm lies in its relationships, credibility, and institutional knowledge. These assets allow the firm to position client messaging in a way that resonates with editors and conference organizers, increasing the likelihood of placement in publications and forums that reach the intended audience.
By contrast, content developed internally, even when informed by a subject matter expert (SME) can sometimes come across as overly promotional or disconnected from current industry conversations. When a publication rejects a submission or requires substantial revisions, the process often drags on. This can lead to frustration for internal SMEs, extended timelines, and, in many cases, missed placement altogether.
PR firms also play a critical role in conference strategy. They understand which events attract influential media and can proactively coordinate interviews, podcasts, and introductions to key industry stakeholders. With an abundance of trade conferences — many of them overlapping — a PR firm helps prioritize the most effective opportunities and evaluates sponsorship and media packages to ensure clients extract maximum value from their investment.
Ultimately, this level of strategic alignment doesn’t happen overnight. New market entrants frequently miss the window to establish thought leadership, only to see competitors capture attention through timely media coverage or prominent trade show visibility. PR expenditures should be viewed not merely as a line item, but as both an extension of the marketing team and a strategic advisory function.
In today’s competitive insurance landscape, adequate lead time is not a luxury, it is essential. When PR is engaged early and strategically, it strengthens the ability of the CMO and marketing team to demonstrate measurable value and long-term impact.
About the author
Dave Evans is a senior associate with Aartrijk.
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