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.
"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."