Filed Under:Your Practice, Social Media

Prudential execs detail winning PR strategies at Executive Conference

Photo credit: David Castillo Dominici
Photo credit: David Castillo Dominici

When faced with a public relations crisis, a life insurance company is sometimes better off lying low than pursuing an aggressive counter-attack strategy.

So asserted top executives of Newark, N.J.-based Prudential Financial on Thursday during a general session of the 23rd Annual Executive Conference, held the Crowne Plaza Times Square hotel in midtown Manhattan. The Prudential executives--Deborah Bell, vice president and chief regulatory officer; and Bob DeFillippo, vice president and chief communications officer--discussed at the event Prudential's successful responses to media coverage of the company's handling of retained asset accounts for military service members and unclaimed death benefits.

The lynchpin of the communications effort, the social media campaign, was especially effective because Prudential's team was able to convey its message directly to military families, which have established group pages on social networks like Facebook.

"This was a textbook case of when social media can really work," said DeFillippo. "Here we had a defined group of people who spoke to each other through social media. We were able to effectively tap into those social media communities while also being respectful of their privacy."

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Nichole Morford

Nichole Morford
Managing Editor

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