He Could-Go-All-The-Way!
Many of you I am sure, no matter where in the country you reside, have heard the phrase “He Could-Go-All- The-Way!” spoken numerous times by one of the leaders in sports media. There are probably hundreds of pieces of video tape out there that have a football player running down the sidelines, while this famous sports broadcaster is heard in his ever recognizable voice talking over the crowds’ cheer. More about this particular announcer in a moment, as I am sure you are wondering why I am mentioning him in my column, but before we talk about that let’s stay on the “media” subject for a few minutes.
If any of you have ever had an opportunity to be interviewed by a newspaper journalist, or are in the position to speak with the press on a regular basis, you know that this can very often be a trying experience because there may come a time when a journalist (except for yours truly, of course!) may not (and many times it is inadvertent) always print exactly what you said, or in the same context of how you said it, or at least print every word that you spoke, and in the exact order of the words as you so eloquently articulated them.
I know from experience from both sides of the fence…both as a journalist for the Insurance Advocate magazine and as the media spokesperson for the school board of which I am the president, that although the huge majority of journalists take extreme care to be as accurate as humanly possible and take great pride in what they release as they strive for total veracity, that inaccuracies in print media happens.
“Inaccuracies in print media”, whether the reading public views it as a misinterpretation, honest mistake, omission, or intentional act, can very often bestow tremendous grief upon those whom the imprecise verbiage was directed. For that reason, many former and current popular journalists, colleges, public speaking programs, and even professional insurance organizations offer courses and seminars on speaking with the media, covering topics on items such as what to say (or not), how to say it (or not), when to say it (or not), and whom to say it to (or not). I can also share with you that I am extremely thankful that I have attended a few of these, as there have been quite a few occasions when I used what I learned during newspaper and television interviews that I had been obligated to give, both in school board service and in the insurance arena, as this thing of ours many times finds itself in the center of a media frenzy. I remember one Thursday evening while sitting at home watching television I received a call from a reporter for a very large newspaper that covers New York City and Long Island, who said that she needed a statement from me “immediately”, as she was going to press now on a very delicate situation that had occurred at the school earlier in the day.
Knowing that most reporters don’t wait until the very last minute to cover a story that occurred 12 hours earlier, I politely told her that I wanted to make certain that I provided her with the correct information, and explained that I, too, am a journalist and I appreciate accuracy as I am sure that she does as well. I respectfully asked her for her “deadline”, and knowing that I understood the game she laughed and said that she had until the following day at noon, as it was going in Sunday’s edition. I thanked her for her honesty, and armed with that timeline I was able to email the proper school officials that evening, and provide the reporter with everything that she needed…long before she was even able to have her first cup of coffee with the morning newspaper. What I did was not only get her the right information, I was able to take my time and formulate a response in a manner that not only gave an accurate account of what transpired, but was also able to not get caught “flat-footed” where I may have inadvertently said something that I was not permitted to discuss due to confidentiality, or perhaps give a statement that could be misconstrued or in my haste to comment may not have even made sense.
Another potential hazard when speaking with the press is answering a reporter’s question quickly, without really listening to how it was “framed”. One report that comes to mind is where an insurance carrier that had just successfully pleaded their case in court where they defended a claim against their insured from a 90 year old woman who was run down in broad daylight by a young man driving a sports car, as the silver haired, great-grandmother, staggered and stumbled while attempting to cross 42nd and Broadway in New York’s Times Square at lunchtime on a clear, sunny day. Try to “picture” this terrible scenario of the woman being hit in your mind’s eye. You probably see a “kid” speeding around the corner in a red Camaro convertible, radio blasting, while he’s texting, on the cell, and drinking a Red Bull. The reporter asked the insurance company spokesperson why this multi-billion dollar worldwide insurance company would not want to pay damages to a poor, defenseless, helpless, sweet little old lady. However, what was not included in the reporter’s ques tion, and which the trained media spokesperson clearly released, was that although the elderly woman was indeed run over while trying to cross a busy intersection, she was crossing the street against a “Do Not Walk” sign while sipping from a bottle of Johnnie Walker out of a brown paper bag. Remember, when speaking to the press, it’s not always what it is…but what it appears to be. “If it bleeds it leads” they say in the media. Think about what the kids always say, “It’s only funny until somebody gets hurt… then it’s hysterical.”
An article that strikes a little closer to home was one that appeared in the Wall Street Journal on Monday April 11th, 2011. Offering advice to consumers on how to purchase insurance for your home, the article has a bullet point in it that states:
“• Independent insurance agents. These agents sell policies from many different companies. Since they’re paid by commission, these agents’ prices will be higher (the insurance company has to fund the agent’s commission and make money on the policy too). Unless you have a problem finding insurance (you live in a flood-prone area, for example), you should be able to find better deals with the direct sellers or the exclusive-agent insurers.”
Obviously independent agents around the country took exception to this statement, and PIA National responded to the WSJ with the following:
April 13, 2011
EditorPersonal Finance
The Wall Street Journal
1211 Avenue of the Americas
New York, NY 10036
Dear Editor:
I am writing to you to request that the Wall Street Journal correct misleading statements contained in an article entitled “How to Insure Your Home” published on your website’s Personal Finance section (http://guides.wsj.com/personalfinance/ insurance/how-to-insure-your-home/). In a section of the article that offers advice on shopping for a homeowners insurance policy, the following statement is made regarding independent insurance agents: “Since they’re paid by commission, these agents’ prices will be higher (the insurance company has to fund the agent’s commission and make money on the policy too).”
Independent insurance agents who sell policies from many different companies are indeed paid commissions, but to make a blanket statement that the prices consumers pay “will be higher” when dealing with an independent agent is misleading. In fact, consumers who do business with independent agents can often pay less for the same or better coverage, because independent agencies represent numerous companies that compete for their business and have wider access to a broader array of insurance products.
All people who sell insurance are compensated for their work. Direct writers and captive agents are compensated, as well. Compensation practices in our industry are wide and varied, but let me assure you: in the insurance industry – as in every sector of our free enterprise system – everybody involved in sales is paid. Nobody works for free, nor should they. You can pay for glitzy ads on TV that add no value, or you can use a top-notch professional independent agent to find you the best value.
Independent agencies offer their clients choices among many policies offered by many insurance companies. In contrast, direct writers and captive agents sell policies from only one company and as such cannot offer customers the benefits of competition from multiple companies. If the captive agent representing only one carrier has that carrier pull out of the market, as can occur, the customers of that captive agent and carrier must fend for themselves.
The article goes on to state that “agents that sell their own products are often better than independent agents, as they can be more inclusive about who gets coverage” and says “you can usually get a pretty good deal with these people, and they tend to be more flexible about who can join.” It also states, “Unless you have a problem finding insurance (you live in a flood-prone area, for example), you should be able to find better deals with the direct sellers or the exclusive-agent insurers.” In fact, the opposite is true. A one-company option most often means that the agent has less flexibility in dealing with the insurance company and its underwriters on behalf of consumers.
This article seems to equate getting the “best deal” on insurance coverage with only one factor: price. To advise consumers to shop for insurance coverage with price as the sole consideration is a disservice. It is like telling people shopping for an investment advisor or Wall Street trading firm to consider only price while ignoring all the other critical factors such as previous performance, professionalism, quality of investments being offered and the like. The advice of a professional insurance agency, like that of an investment firm, adds value.
As individuals progress through life, their need for insurance increases and becomes more complex. Sophisticated insurance consumers know that the best way to find the best deal is to consult an independent insurance agent, who can evaluate your unique circumstances and provide you with a wide array of choices in insurance coverages tailored to your specific needs from many different insurance companies. Independent agents not only offer choice, they do so at a competitive price point.
Sincerely yours,
Fred ThomasPresident
National Association of Professional Insurance Agents
Alexandria, VA
The real issue here is that although PIA National clearly responded with a very positive rebuttal, if the Wall Street Journal did in fact print a retraction to their initial piece (at press time I was unable to determine if The Journal did or did not print one), no one typically reads a retraction anyway because they are usually located somewhere in an obscure placement in the paper, normally a few days after the original article already hit the streets… and did the damage. In this particular instance it wasn’t a specific person’s quote that was at issue, but I’m certain you get my point that damage control is much easier to control before the damage occurs…similar to the advice a risk manager provides his clients. By the way, please feel free to print a copy of PIA National’s letter and provide it to any current or prospective clients that may have read the piece in the Wall Street Journal, and are questioning you about it. The article in its entirety may be found at: ht tp://guides.wsj. c om/personalfinance/ insurance/how-to-insure-yourhome Ok, so back to my opening statement. As I have mentioned many times in this column, Buffalo I Day, produced by The Insurance Club of Buffalo, Inc., not only continues to organize the largest one day insurance convention in the country, it always manages to get some of the most interesting speakers of all the insurance conventions that I have attended over the past 30 years (has it been THAT long?!). This year was once again no disappointment, as the club’s luncheon speaker was none other than Howard Cosell! …just kidding, it was Chris Berman ofESPN. Although Chris is not a native “Buffalonian”, he refers to the “City of Good Neighbors” as home; further saying that the people of Buffalo always make him feel welcome, like he is a part of the community. Chris said that he has been a fan of the Buffalo Bills for years, and reminded us that he was a lone voice picking the Bills to go to a Super Bowl many years ago. Today, Mr. Berman acknowledged, the current sentiment is with theBuffalo Sabres, who are once again chasing the Stanley Cup. If I may say so myself, I also wish the Sabres the best in the playoffs this year…of course only if the Rangers don’t win it all!
Thank you to the literally hundreds of people who stopped by the FSC Pipeline booth and took the time to speak with me, like Tom Brady (easy there, Patriot fans!) of Brady Insurance Agency; Yakov Zeltser of Jakob Insurance Brokerage (congratulations on your new office in Sheepshead Bay, Brooklyn. Get a Roll-NRoaster sandwich for me!);Jeffrey Moses of Moses Insurance Group; Neil Young of Russell Bond; Charlotte Olsen of Brown and Brown; Jo Ann Decker of Decker Agency; Phil Moyer from The Moyer Agency; Mike Skeele from Skeele Agency; Paul Justinger of Nickel City Agency; Marlene Mura of The Stahlka Agency; members of The Buffalo Bills Cheerleaders (sorry Jets Flight Crew!); and of course my good friend Tony Kubera of Russell Bond who once again along with the other I Day committee members put together another incredible show. Great to see all of you, and thanks for not having any snow for me on this trip to Buffalo, NY! Also, “Thank you for the very kind words about my column” toMarcus Hanlon at The Hanlon agency in Manhattan, NY; Eric Nicolaysen from The Nicolaysen Agency in Chappaqua, NY; Jim Stork from The Stork Agency in Penn Yan, NY, and so many other friends that have called or emailed me…thanks for reading my articles!
Before closing, I would be remiss if I did not send out one more very huge “THANK YOU” toYOU…all of my loyal readers of this column. It has been 3 years now that I am writing “Face To Face” and not a day goes by that I don’t see something that makes me say, “Hey! That’s a great idea for my column!” I hope you have enjoyed reading it as much as I have enjoyed writing it. If you have any comments or ideas for a future article, please let me know…and keep those cards and letters coming!
Well, thanks for taking another trip with me to “Ni-A-Gra-Falls” (as Lou Costello would say to Bud Abbott), and to all our many friends may your Easter and Passover be safe, healthy, and blessed. Ciao for now!
