Insurance's public relations heavyweights will be invited to an industry forum to discuss insurance's poor image.
The issue was raised during the British Insurance Brokers' Association (Biba) conference's Q&A session last week.
In response, Citigate Dewe Rogerson executive director Vaughan Andrewartha said he would organise a consultative exercise "aimed at improving the media image of the industry".
"The insurance industry has been a long-time sufferer at the hands of the press and media," he said.
"With recent events like Equitable Life and Independent worsening still further the public's impression of the industry, it's time to work together to improve the image."
He said Citigate would consult with the industry's trade bodies on an industry-wide programme to improve the image and consumer confidence.
Any company interested in taking part in the exercise can contact Andrewartha or Richard Stephenson on 0207 638 9571 or email richard.stephenson@citigatedr.co.uk.
