Diary of an Insurance PR: Will Kirkman of Certus

Monday

The week begins at home with a morning strategy call with a client, after which I spend time sorting through actions and preparing for the days ahead. 

A couple of catch-up meetings follow, before I jump on a call with a client who is meeting a journalist later in the week, to prepare them for the interview. 

We discuss the purpose of the meeting, our key messaging, and how to deal with potentially tricky questions. 

After the call I draft a briefing document for them, and begin work on a press release for another client who has recently made an acquisition. I ping a couple of follow-ups to media contacts before logging off.

Tuesday

Tuesday is an early start as I finish the acquisition press release and begin circling with the client’s legal teams and executive committee for sign-off. 

Meanwhile, a journalist flags a potentially damaging story involving one of the firms I work with. I alert the client, act as a go-between, offer counsel on the best course of action, and draft a holding statement. 

By late morning, my colleague and I are on the road to the North West for a strategy session with a firm we work with in the legal sector. 

We spend the day with their executive team mapping out the next phase of media engagement and running a workshop to unearth potential stories. 

There are lots of ideas generated, some of which we’ll need to gently shape before they’re media-ready, but the session is positive and gives us a clear sense of direction. I finish the day editing briefing notes on the train back.

Wednesday

With approvals in place, I send out Monday’s press release and begin media follow-up. I finalise the journalist enquiry response ahead of their deadline and get that sent over. 

The morning then brings a promising call with a potential new client, where we explore their communications needs and how we might support them. 

Things are quieter in the afternoon, and I spend some time scanning forward features lists and breaking news. 

There’s a story emerging that one of our clients would be well placed to comment on, so I coordinate a statement with their managing director and get it sent out to the press. 

The day ends with a round-up of media coverage from earlier in the week before I head out to drinks with a friend.

Thursday

The day starts with a call discussing the coverage generated from Tuesday’s media enquiry, plus planning next steps. 

A journalist contact gets in touch asking if any of our clients can help with a story they’re writing on soft markets and MGA capacity. 

I put them in touch with a couple of businesses, who are happy to provide quotes for the piece. 

Midday takes me to the City for a client meeting, followed by a catch-up lunch with a colleague. In the afternoon, I chaperone a spokesperson for the interview we prepped for earlier in the week, and we end the day with beers with some journalist contacts.

Friday

A slightly gentler pace today. I start the morning polishing up notes from yesterday’s client interview to share with their wider team. 

Mid-morning, I join a call with a client’s design agency to align on a website refresh. I then begin to draft up a new business proposal following the call with the potential client earlier in the week, looking at their existing media presence and identifying ways we might be able to help them. 

A quick client call wraps up the week, before I head out to dinner with friends.