ABSTRACT: The research study concentrated on The Role of Public Relations in Marketing Insurance Product in Nigeria (A Case Study of ALCO Insurance Plc, Lagos). The problem that necessitated this study were lack of adequate attention given to public relations, poor management of public relations units and falling to appreciate the great value of public relations as an internal marketing communication tool in some insurance  companies. The objectives of this study were to examine the role of public relations, main tools of public relations and problem of public relations to carry out the study effectively and precisely, research questions were formulated. Questionnaire and oral interview was the research instrument used in collection of data. The data were presented in tables and analyze using Likert scale of ranking and simple percentages responses. From the findings, it was discovered that public relations played many roles in marketing insurance products.

The most effective role among others were building up a good company’s image and providing more products information to customers about products and its services. Also the tools effectively and efficiently used in carrying out public relations activities are news that is creating favourable news about the company. Its products and its people and speeches that is creating products and company publicity by giving talks at sales meeting.  The major problems pubic relations activities faced among others were fluctuation of demand by clients, some public relations marketers not been familiar with public relations tools and poor communications relationship between the employee and the company. Among the recommendations were. Providing incentives to motivate ad encourage public relations marketers, promoting efficiency and professionalism in carrying out their activities and the insuring public can be encouraged to increase their demand by making prompt payment of genuine claims which will also boot the good image of the company.

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