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The Handbook of Strategic Public Relations and Integrated Marketing Communications by Clarke Caywood

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CHAPTER 33THE INSURANCE INDUSTRY: Reputation Management in Good Hands

Robert P. Gorman, Jr.PrincipalRobert E. Gorman CommunicationFormer Sr Communication Consultant,Allstate Insurance Company

James M. DudasCommunications Consultant and Former Senior DirectorAllstate Insurance Company

Insurance is the “oxygen” of free enterprise… it acts as the engine of growth in the United States and around the world.

—Edward LiddyFormer Chairman, President and CEO, The Allstate Corporation,to the Detroit Economic Club, May 3, 2004

You can’t drive without it. You can’t own a home or business without it. You can’t operate a school, hospital, nursing home or day care center without it. Yet insurance is easy to take for granted.

Insurance is vital in other ways. ...

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