Is your credit union frustrated with its media coverage? Recently, I spoke at NACUSO's Network Conference about how to work with the media to get better results. Here are five ways your credit union can achieve that goal.
1. Timeliness. Social media, which has changed everything else in business and in life, has also had a profound effect on media. I like to remind people we live in a Twitter world, on Twitter time. That means event reporting is instant; there is no lag time. Press releases with photos must be sent the same day, because attendees have already shared this information on Twitter and other social media platforms. Forget a worthless press release sent two weeks or a month after an event occurs. Even a release sent the following day has diminished timely value. Prepare your release ahead of time so you can focus on the event. Snap some photos with a digital device, attach them to your release and send them during the event or immediately afterward.
2. Delivery. CU Times editors receive hundreds of emails each day, and that's pretty typical for any newsroom. During weekday mornings, I often receive a new email every 15 seconds, most of them news releases. It's impossible to open them all, so if you want to grab an editor's attention, you must do so in the email subject line. An email with "press release" for a subject line isn't going to cut it. Instead, promote your release with a subject line that sells your news. The body of the email must summarize the news hook, too. Don't just say "press release attached" and name the press release file "press release." You're asking a journalist to jump through too many hoops, and most will ignore your release and move on to one that's more efficient.
Recommended For You
Releases also need to include contact information in case the reporter or editor has a question. If you don't include that information, and your credit union's website doesn't offer an easy-to-find media contact, that's a deal breaker.
Calling to follow up on your release sometimes works, but journalists under deadline often screen calls. If you don't have an existing relationship with your media contacts (we'll cover that later), you might go straight to voice mail.
3. Topic appeal. There's a big mismatch between what credit unions and media think is newsworthy. In journalism school, young reporters are taught that "dog bites man" isn't news; instead, "man bites dog" will grab a reader's attention because it's unusual. Normal, everyday events aren't news. It's not enough to send a release that reports your credit union hosted an annual meeting or opened a new branch. What made that event unique? If you're sending your release to CU Times, consider your audience. What can other credit union executives learn that they can duplicate at their own shops to make their credit unions more successful?
We cover a lot of fraud at CU Times, and fraud stories usually top our most read list. While there's some gossip and rubberneck appeal to a juicy fraud story, that's not why we publish them, and it's not why credit union executives read them. Fraud stories help credit union leaders prevent fraud. Successful embezzlers don't commit fraud the same way everyone else has, because auditors and examiners know to look for previous schemes. Each new fraud story reveals a new and creative way someone found to beat the audit system, and in turn, credit union executives can make sure it's not happening in their organization.
Fraud and data breaches are topics most credit unions don't want to publicize. Certainly, when your audience is the general public and members, that's understandable. However, sharing with CU Times how your credit union discovered skimmers on your ATMs or internal fraud lessons learned will help the entire community strengthen credit union security, and that's a good thing.
4. Multimedia. Back in the days when CU Times was mostly a print publication, our primary method of communication was text. Today, our print magazine features more infographics and photos than it did even a few years ago. Technology has made it easier to produce and publish more appealing ways to communicate information, and it's changed the way media presents news.
That means a simple press release without any art elements might not be good enough. If you're promoting a successful loan promotion or membership drive, include your marketing pieces and ROI numbers so we can create an infographic that showcases your results.
We have a great community section on our website in which we love to share interesting credit union events. However, our website template requires a photo for each story, so if you don't include one, you won't make the cut.
And about those photos: Be creative. CU Times receives hundreds of photos each week of credit union executives presenting giant checks to charities, posing in suits with shovels for ceremonial ground breakings, cutting ribbons with giant scissors or standing in a line, showing that they attended their own event. That's not news! Instead, send an architectural rendering of your new branch, headquarters building or the community playground your credit union is funding. If you sponsored a cold weather coat drive, school supply drive or other charity event, include a photo of your colorful donations, preferably as they are being delivered to the needy. Or even better, send us a video, too.
5. Develop a relationship. As reporters and editors sift through emails, phone calls and other messages, they almost always stop to read those that come from trusted sources. When you see a journalist at an industry or community event, introduce yourself. Offer some insight from your organization by striking up a conversation about the latest issue or trend. If you have a big release brewing, offer an exclusive release. Nothing will win the heart of a journalist faster than exclusivity or an exciting scoop.
Think of your media relations like you do any value proposition: Offer something of value, and the results will follow.
© 2025 ALM Global, LLC, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.
