by Charlyne H. McWilliams

In every aspect of life, balance is key to success. Balanced tires on a car mean a smoother ride. A balanced diet usually results in the healthy function of your body. A well-balanced public relations campaign helps position your credit union as a media resource.

Well-balanced PR efforts require three components: press releases, executive media placements and case studies. Together, these tools build exposure and enhance a company’s credibility because of perceived media objectivity. In fact, recent studies in North America suggest positive media coverage generates up to nine times more visibility than paid advertising.

Let’s take a closer look at those three components of a successful plan.

Press Releases

These are written to announce something newsworthy. It could be a new product, product enhancement, strategic alliances, new hires, new clients, company growth and company achievements, just to name a few. Typically, they are distributed to reporters and editors at newspapers, magazines, radio and television stations. Press releases are the foundation of all media relations programs since they show positive growth and momentum for organizations.

In addition, press releases also feed the sales and marketing machine and should be repurposed for sales and marketing collateral. Press releases keep your credit union’s name in front of key media as well as your members. Regular and effective press releases help build relationships with key industry media, establishing your credit union as a “news media source” for your industry.

Executive Media Placements

There’s a reason we see the same names and faces in the press. Some organizations understand the importance of positioning their executives as industry thought leaders. Establishing your executives as industry thought leaders is a huge step in the right direction toward increased credibility. It also helps establish a personal face for your credit union, which is important regardless of your size. It can also help you stand out from competitors.