Telling the credit union story

'Media relations is a two-way street,' says Lauren Williams, CUNA’s media relations manager.

Lauren Williams, Media Relations Manager at CUNA

The secret to working effectively with the media is a two-part recipe based on strong relationships with journalists and sharing quality, relevant stories reporters need, says Lauren Williams, CUNA’s media relations manager.

Williams, who addressed the 2019 African-American Credit Union Coalition Conference Thursday in Charlotte, N.C., says credit unions should share with local and national media how they put their cooperative principles to work through their voluntary and open membership, education and training, and concern for the community.

Effective public relations is personal and precise, she says, and it builds credibility for organizations and industries by developing productive relationships with the media.

“Media relations is a two-way street; a mutually beneficial relationship between an organization and the reporter,” Williams says. “At CUNA, our communications efforts are rooted in thoughtful strategy. This is especially important when it comes to effective public relations.”


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