Social insurance communication

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Social insurance communication

• September 12, 2008

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Main conclusion

• There are differences of attitudes, values,
  experience, traditions of society of each
  country
• Common communication challenges and tasks.

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Brand of social insurance services

• It is hard to build a brand if product is not
  improved or good enough

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How to communicate about social
insurancePrinciples

• Dialog
• Get feedback from target groups
• Involvement of target audience
• allowance of target audience not only to hear
  but also to impress their attitude and opinion
• Cooperation with social partners.
• Use appropriate communication channels
• Use of mass media and controlled channels.
• Direct communication
• To be prepared- have full information about
  service/politics bank of QA.

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How to communicate about social insuranceRole

• TO BE HONEST

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Challenges

• Q- What to do if media do not understand
  insurance system/new decisions etc.?
• A1 - we can educate them during seminars,
  discussions etc.
• A2-?

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Challenges

• Case
• Media support fraud that make society to
  waste the money.
• Solution
• - to educate society that social insurance
  persons money
• - to create social solidarity at society
• - to build positive image about state
  institution
• to persuade that insurance agency guards
  interests of society
• ?

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Challenges

• Case
• Decisions of politicians are not appropriate
• Politicians do not support communication about
  their decisions politicians keep silence.
• Solution?

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Challenges

• Q- How to make good news from bad information?
• A1 - there are no situations where is just white
  or black colors. Lets find white news from target
  group!
• A2 - to find other bad news!
• A3 - ?

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Challenges

• Q- How to avoid from potential negative
  reactions?
• A1 - to be ready for it to have QA
• A2 - to be first who distributes information
• A3 - ?

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Challenges

• Q- How to use third person in communication
  process?
• A1- do not confront different groups of society
  
• A2 - do use public opinion leaders
• A3 -?

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Challenges

• Communication budget is not marked in
  institution's total budget?
• Results
• - no possibility to make a long term
  communication planning
• - no possibility to act in crisis situation
• - no possibility to plan social marketing
  campaign about hot topics
• Solutions
• - to get money from other sources (EU)
• - to build private partnership
• to prove that money has been saved
• ?

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Challenge - image rebuilding

• Social insurance has became pilot ship from large
  ship
• Pension not just state responsibility but also
  each person responsibility

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Image rebuilding

• Solution- new image!
• Main messages
• - decryption of demographic situation
• - prognoses of economics' grows
• ?
• Q is social insurance benefit for me???
• A-?

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Measurement of results

• Q- Reputation audit or marketing research?
• A1 - credibility audit
• A2 - statistics- people behavior
• A3 - media monitoring positive environment for
  implementation of new politics
• A3 internal temperature
• A4 - ?

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Approach of communication in ad spots

• Humor
• Black humor
• Official information
• Q- Fear ??

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When is it easer to change behavior ?

• When we are professional and enthusiastic in
  our work!

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• Thank you !