Your marketing department focuses on creating advertising and promotions that open new accounts. You may even use branding-style advertising to keep your financial institution’s name in front of the public. Event and sponsorships might be part of your plan.

But don’t overlook the importance of a well-devised press release to give you “good press” and keep your FI’s name in a good light in front of the public.

You shouldn’t be discouraged if you distribute press releases and don’t find many takers. Newspapers are more focused on being paid to promote businesses. But there are still publications, including industry and specialty magazines, that welcome a “free story” to help fill their pages.

For local media, instead of a straight business promotion, try to give your press release a community flavor. It’s more likely to make the news (and free of charge). Sometimes, it takes a written press release to motivate a local broadcast crew to visit and record a report for their news spots.

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