The Challenge
A leading property and casualty insurer needed to increase its visibility and credibility on critical public issues while reinforcing its executive bench as industry thought leaders. The organization was investing heavily in innovation, security and sustainability but lacked consistent, high-impact media presence to shape the public conversation or proactively manage risk on issues such as climate change, fraud, and cybercrime.
Sovereign was engaged to support ongoing and consistent PR and earned media efforts. The goal: position the insurer as a trusted industry voice, amplify the expertise of its executives and secure meaningful coverage that would resonate with customers, partners and stakeholders alike.
The Strategy
Sovereign developed and executed a series of integrated earned media campaigns aligned to the insurer’s strategic priorities and public commitments. These campaigns spanned a broad range of subjects, including, climate change adaptation and sustainability initiatives, fraud prevention efforts and public safety tips, cybersecurity awareness and risk mitigation, the surge in auto theft and how the insurer was responding and executive and subject matter expert visibility in national conversations
Key components of the strategy included:
Narrative Development: Creating compelling storylines and media hooks tailored to topical issues and seasonal trends, including developing omnibus surveys and identifying standout data
Proactive Media Outreach: Building strong relationships with national and regional media, offering credible spokespeople and exclusive insights
Executive Positioning: Identifying the right opportunities for executives and program leaders to speak on issues aligned with their portfolios
Training & Readiness: Building bench strength across the organization to ensure spokespeople were media- and message-trained to ensure every voice was confident, on-message and ready for the spotlight
The Results
Sovereign’s approach delivered measurable, high-impact results:
Secured interviews and coverage across tier-one Canadian media, including major dailies, broadcast outlets, and industry publications
Elevated the visibility of key programs and leadership voices across climate action, fraud, and cybersecurity, reinforcing public trust and product leadership
Built a steady drumbeat of earned media momentum, establishing the insurer as a go-to source for commentary and insight on emerging issues
Delivered media and presentation training sessions for more than 40 executives and spokespeople - enhancing the insurer’s readiness for continued coverage
The Conclusion
Sovereign’s earned media leadership helped the client stand out in a crowded media environment for insurers, building trust, shaping public discourse and preparing leaders to thrive under the spotlight. When organizations need to show up with credibility on complex, high-stakes topics, Sovereign helps them show up prepared.
