News releases are a great way for credit unions to get the word out about what they offer, what they are doing and to differentiate themselves. Unfortunately, many credit unions may not have staff familiar with the preparation and distribution of releases, and as a result, they either do not bother to produce them or the release fails to achieve any significant results. By following these five tips, credit unions can revitalize the way they are communicating with the media and enhance the way they are perceived by the public.
1. Selecting a Newsworthy Topic
The first thing your credit union needs to do is determine the topic of a release. Common topics include the release of new financial products, announcing the credit union’s position on a relevant issue that is important to members or a credit union’s charitable role within the community.
It is very important to avoid drafting a self-promotional news release. A release is supposed to inform the public rather than act as a piece of marketing collateral. Releases that are most often republished by the media feature topics that a segment of the public is passionate about and are open to learning more about.
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