About the PR Toolkit

The PR Toolkit for Public Entity Pools offers customizable messaging for public entity pools to explain risk pooling and its advantages to a variety of audiences, including those outside of the risk pooling sector and current and prospective members of pools. The messaging is intended to educate and create a positive awareness of the value of pooling as an extension of local government and good stewards of public finances.

The vision for this PR Toolkit is for public entity pools to use it as a starter kit in their individual strategic communications processes to manage, protect, and build the reputation of public entity pooling, pool members, and services. Approach the PR Toolkit as a proactive messaging tool. The best and most effective time to develop your key messages, which frame the way you want your organization to be seen, is now.

Share the PR Toolkit with your pool’s leadership, management staff, communications team, and Board members. With your audience and environment in mind, prepare clear, consistent, and practiced messages proactively, so you are prepared to address any opportune – or challenging – situation that may arise.  


Communications primer & checklist


A brief written explanation of the basics of communications and public relations strategies, and a checklist to help pools understand how to use the messages and to respond to questions about pooling

Messaging document

Messaging Document

This document includes three core messages on pooling – Partnership, Performance and Service – with accompanying examples of proof points such as facts, stats, and anecdotes that support these messages. Messaging in this document is adaptable for many different uses within pools, including promotional brochures, websites, member newsletter articles, annual reports, member meetings, and more.

Pools can use this messaging document as the starting point for your own customization and individualized use. Note: The messaging document is not intended as “copy” for publication, but rather serves as the starting point for core messages to be developed and used in pool communications.

Fact Sheet

Fact Sheet

Basic information on how pools work, as well as facts and figures on the role of pools in the nation’s insurance sector. Pools may use this as-is or customize it, depending on their communication needs.

q&A Prep document


The question-and-answer prep document will help leaders in the pooling community prepare for virtually any conversation about pooling.

sample documents

Sample documents

Five sample documents that can be adapted for use by pools to explain pool and its value.

Wallet card copy

Wallet Card Copy

This is a reduction of the three key messages contained in the messaging document, which again is fully customizable. You may consider printing and sharing with various stakeholders as a quick reference or reminder about your key messages, and/or add it to your signature block in email or put on your website as another way to spread the value of pooling!

The PR Toolkit for Public Entity Pools was developed by project partners AGRiP, CAJPA and NLC-RISC, and external public relations and communication expertise provided by Eric Mower + Associates. A special thank you to VML Insurance Programs, especially Steve Craig, Managing Director and Hollie Cammarasana, Director of Communications, for lending their time, energy and expertise in working with project partners to develop these messaging resources for the benefit of other public entity pools.