PR Insight: Three essentials to a balanced public relations program

first_imgStarting 2015 off on the right footby: Rebecca MayoToday’s banking environment is more challenging and competitive than ever before, making it critical for credit unions to implement a solid public relations program that effectively promotes and ultimately builds awareness among prospective members. But for your program to be effective, it must be balanced. As we wind down the year, credit unions should be building out their plans right now for next year through a healthy mix of press releases, media placements and member case studies (or testimonials).1. Press ReleasesPress releases should be considered the foundation for your credit union’s public relations program, and can be used to directly communicate news to your members and the media. This may include announcements promoting new products and services, or even product enhancements and important changes. Press releases are also excellent tools to demonstrate your credit union’s growth and momentum. This is critical, as members may decide to leave for another institution if they have little confidence you’ll be around in the future.Frequency is also important. Credit unions should aim for distributing a press release every four to five weeks at minimum to ensure they remain top of mind. Press releases should also be regularly updated on the credit union’s website. Failure to do so can damage a credit union’s brand and make the site appear outdated or not maintained. Imagine visiting your favorite retailer’s website and seeing they haven’t posted any news items in more than a year. It would feel as if the site – and possibly the organization – has been neglected.2. Media PlacementsDo you ever wonder why the same names and faces appear in the press? There’s a reason and it has to do with strategically positioning your credit union’s executives as industry thought leaders through media placements. Your institution can increase its credibility by putting names to the faces of your executives and providing current and prospective members with relevant information. For example, many local papers feature sections where executives can offer financial planning tips – something your members might value. continue reading » ShareShareSharePrintMailGooglePinterestDiggRedditStumbleuponDeliciousBufferTumblrlast_img read more

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