One of the latest issues with Progressive Casualty Insurance Company involving Kaitlynn Fisher is indeed tragic. The organization went about the situation in such a way that seemed to be highly disapproved of, but then the way that it responded to those concerned only seemed to make matters worse.
Progressive’s Main Message
Progressive should in fact address the tragedy that happened to the Fisher family; however it should be more sympathetic than it has been thus far. I believe that by being such a popular and well-known business, the organization should provide answers to the publics which have contributed significantly to its success. The insurance company should address those who are insured by Progressive as well as other audiences. The organization’s priority should be to give those that pay it all information that they want to know. Other audiences (like the general audiences) are included because this would include possible future individuals who will have this business as their insurance company as well as the concerned.
Addressing the Publics
A professional and concerned insurance company would take initiative and see that all publics receive messages in as many ways as possible, rather that be on Progressive’s website, Twitter, or even a televised press conference. Both the website and press conference would be much more formal than tweeting from Twitter due to the fact that an older audience and those who are possibly much more concerned about the Kaitlynn Fisher situation deserve to be addressed with such professionalism. Twitter is generally a site used by the younger generation and all information can’t be provided in 140 characters. The younger generation more than likely does not care much about the facts, but are more concerned with how Progressive would fix the situation.
The Message’s Delivery
Neither marketing nor advertising could solve this problem better than public relations because this issue is bigger than an identified sponsor trying to persuade the audiences (like that of advertising, which they profit from) or the transferring and exchanging of products (which would be considered marketing). Organizations often forget about the PR point of ideas, but in instances similar to this, PR seems to be the more approachable perspective. These representatives would be able to connect with the emotional being of this tragedy and can relate that to society. Both the marketers and advertisers would be more concerned with benefitting, which should not be the main concern by communicating to the publics.
Bringing about Justice
How is it that issues much smaller than this make the headlines and will not get resolved unless handled in court, but yet such a tragedy has occurred, been handled in court with an outcome being slowly swept under the rug? Progressive Insurance Company definitely owes answers to those questioning, and Kaitlynn Fisher deserves justice.