A well-constructed public relations plan – or roadmap – can help your credit union drive growth, establish and maintain credibility, and educate key audiences on why your CU is better than the competition. The quality of the plan dictates its success and weighs heavily on the following key elements:

Phase 1: Laying the Groundwork

• Secure senior leadership support – An engaged CEO and senior management team are essential to having a successful PR campaign. Showing how a communications program can help achieve operational goals, such as growing membership, demonstrates the value of PR to senior managers.
• Designate a spokesperson – Your media spokesperson is the “face” of your credit union and helps the public and media identify your organization. C-level executives who understand target audiences and can clearly articulate key messages during interviews make the best spokespeople.
• Review marketing, business plans and sales collateral – These documents contain key messages, competitive differentiators and achievements that PR can promote.
• Schedule a strategic planning session – Planning meetings should consist of senior-level managers, including the CEO, marketing manager and others who can provide the information you need to write a thorough plan.