These days, there are multiple ways to communicate your product offerings to current and potential members — including Facebook, Twitter and other social media sites. But smart credit union marketers still strive to be featured in the press, both broadcast and print.
Not all credit unions have marketing or public relations staff – and even if they do, any communication between the marketer and the press may fall flat, leading to less-than-desirable results.
What should you do? How do you make the most of your opportunity with the press?
Understand that a reporter's job is not to promote your product or service, but to tell an interesting story that is valuable to his or her audience of readers or viewers. Here are a few things to consider before you send your next press release to the local or national press.
Know your message
When writing a press release, you could go on forever about all aspects of the credit union industry. But reporters don't have forever — they're on deadline. In that situation, too much information is not a good thing, since it requires a reporter to dig for useful nuggets.
Keep it short and to the point. If you're publicizing a fundraiser or a promotion, don't expect more than a mention. If you want an actual article, find something interesting about your event. How do you fit into the credit union industry? How does your credit union impact society? What's different about what you do? Does the person being promoted have a compelling backstory outside the industry? Reporters are always looking for human interest stories — it's your job to give them one.
Know the beat
Journalists usually have a specialty. If you are reaching out to, say, the Credit Union Times, you can assume — correctly — that they are interested in credit union news. If you are trying to get attention from your local business newspaper or a magazine, send your press release to the business or financial reporter, not the gardening reporter. And don't send a blast to all reporters — do your homework. If it's a robbery story, contact the crime reporter. If it's business-related, find the reporter on that beat. Don't waste your time or the reporter's time.
Connect with journalists
If you have journalists' emails, be sure to keep them updated with your contact information in addition to sending them regular press releases. Even if they don't use your press release, try to keep in touch. It also doesn't hurt to connect with them via LinkedIn. Often, a reporter will need a quote from a CEO or other high-ranking executive, and they don't want to have to call your your 1-800 member number looking for one. Have your contact phone or email listed on your website. Even more important, call or email reporters back if you missed their attempt to contact you, even if the opportunity has passed. Use it as a chance to bounce some ideas off of them, which is invaluable when it comes to obtaining press for your credit union.
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