Inside Marketing: Keeping current

Maintaining a pulse on the industry and current events can enhance marketing, PR and member relationships.

The financial services industry continues to evolve at a rapid pace. The advancement of technology and channels, an influx of new competition and an active mergers and acquisitions landscape—not to mention the current pandemic situation and need for social distancing—are challenging how credit unions have traditionally operated and what members expect from them. Keeping up with these significant events and shifts is crucial; doing so will not only help evolve business strategies and member service but will also provide important content for public relations and marketing activities, when appropriate.

First and foremost, keeping a close eye on major events and trending news can help credit unions identify issues that could impact their members’ financial health. For example, given the recent uptick in phishing attacks targeting remote workers, online shoppers and people simply seeking health information, credit unions must stay aware so they can proactively share tips, best practices and warning signs with members.

Such industry awareness and advice can also be leveraged as content for media relations efforts. Commenting on relevant topics can establish industry expertise. Once your credit union has identified issues or trends that would be beneficial for their organizations to speak to and spokespeople and talking points have been approved by leadership, there are several ways to meaningfully disseminate the message.

 

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