I fully agree with Mike Welch's views in his Jan. 26 column on public relations. Credit unions, both individually and as an industry, are not taking advantage of the PR opportunities that are all around them. Every credit union devotes at least some resources to marketing, but it doesn't occur to the average credit union executive that PR is probably the most effective, not to mention the most cost effective, form of marketing. It's true that credit union marketers have too much on their plates as it is. But by taking advantage of PR opportunities, credit unions will find themselves achieving more while working less. Laura Enock CEO CUVA Lakewood, N.J.

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