July 1, 2010
Credit Union Management’s online-only “PR Insight” column runs the first Thursday of every month.
When people hear the terms public relations or media outreach, they often think news. What hard news can my credit union share with the local paper, business journal, radio station, or TV channel? We just opened a branch last week, added a few new ATMs to our network last month and are sponsoring next weekend’s road race.
News is an important part of public relations, but it is not the only way to bring value to your media contacts and their readers, listeners, or viewers. In fact, if you are only relying on news to interact with the media, your credit union is missing an opportunity to build deeper relationships and reach more of their audience.
Become an Expert
Your credit union houses a brain trust of financial services ideas, expertise and advice. People you work with everyday, people who have worked at your credit unions for years, are great sources for “How To” or “Top Tips” articles, radio spots, or TV segments.
Before you reach out to the media, ask yourself a few questions:
- What information can we share?
- Who is the best person to share it?
- Are they available?
- Are they media trained?
- What media outlets would be most interested in this information?
You should consider evergreen topics, such as personal finance management, how to save for retirement, or when to buy a CD. Media can either use evergreen topics immediately or file them away for a more appropriate time. You are likely to get a call several months down the road asking to revisit the topic … these types of e-mails are rarely deleted.
There is also an opportunity to link tips to credit union products or special events throughout the year, such as “Five Tips to Finding the Best Auto Loan” or “10 Tips for Making Your Summer Dream Vacation a Reality.” The timing on these topics is specific, so pitch them with enough time to follow up and talk through your idea.
Try a Tipsheet
Media are inundated with news and article ideas. The best way to make your “How To” or “Top Tips” pitch stand out is to use a tipsheet. Tipsheets are most effective when they:
- Use the phrases “How To” or “Top Tips” in the headline.
- Include a few sentences to introduce the topic.
- Include three, five, or 10 steps or tips.
- Use bullets or numbers.
- Are not self-serving and provide real value.
Tipsheets are also successful as sidebars to existing credit union news or an article contribution. Consider whittling your news or article down to three main points. Media can either run your news in full, share the three main points, or both. Regardless of how they use it, the result is the same: positive media exposure for your credit union.
Elizabeth McMillan, APR, is an account director for William Mills Agency, the nation’s largest independent financial services and technology public relations firm. Follow William Mills Agency on Twitter as well as check out the FinTech Marketing blog.
