When you have water flooding your house or building, who do you call first? Insurance or emergency repair?

We're trying to find out how important an ad in yellow pages is for an emergency flood company. Or, do people just called their insurance and use whoever they recommend?

Any insurance company would prefer, in the case of an emergency like a tree limb crashing through a roof, to make whatever emergency repairs are necessary immediately to prevent further damage, even if it is just covering the affected area with a tarp. If water is flooding your house, the first thing you need to do is to try to stop the flooding to prevent more water damage, and call the insurance company as soon as that is done. Protect the property first, then call the insurance. After all, they are going to pay and do not want a delay in making emergency repairs to cause more damage.