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Credit union trade press contacts - NEW Public Advocacy Materials - NEW History of Credit Unions - NEW Contacting the media - who and how Media Kit/Press Packet: Making an Impact Graphic file types - What are they? - NEW How to explain the credit union difference Robbery Prevention & Preparation - NEW Rules when speaking to the media Television interview checklist What to do when a reporter calls When trying to get media coverage
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Public Relations Basics |
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As credit unions continue to grow and compete with banks for business, it is essential to understand how to deal with the media. Newspapers, radio, and television are valuable tools to help communicate the credit union perspective. Reporters are continually looking for newsworthy information to write about. Although you can’t expect the news media to always be on you side, you must realize they are not your enemy. It is important to build a good rapport with your local news media. Having a good working relationship with the media can significantly help your credit union receive positive news coverage.
Develop the Proper Attitude · You’re a financial/consumer expert · Don’t feel intimidated · You have information that will benefit or be of interest to the reporter’s audience · Obtaining favorable coverage will benefit you and your credit union
What is News? · It must be important or of interest to the audience · It must be more important and have greater interest than competing news.
Designate a Media Person Allowing more than one credit union representative speak with the media opens the door for inconsistencies.
Be prepared to answer the following questions from reporters · Why. Why did the plane crash? Why is the stock market going up or down? · How. How did it happen? Often helps answer the question of why. · What about here? Journalists always want to localize the story. · So what? What’s the significance of the story? Why does it matter? · What about me? Everybody’s favorite subject is me. The more people who identify with a story, the bigger the story. That’s why things like changes in the weather and telephone area codes generate so much news coverage. Expand the “me” of your story to include as many people as possible.
Above all, remember... Reporters and their editors care about being accurate, balanced, and fair -- not about writing a positive or negative story. Reporters are forced to simplify, and sometimes oversimplify, the stories they write, leading to stories that may not turn out as favorable as you had hoped. But remember, as long as the story is balanced and fairly portrays your issue, you have been successful. |
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The Ohio Credit Union League is a state trade
association whose mission is to foster
e-mail the Ohio Credit
Union System |
