Think of your public relations plan as a public education program. Your goal is to reach not only members, but also the public at large and tell them of the value of credit union membership. Here's how you can use your Statement of Commitment for public relations:

• Members.
• Refer to the section of this kit titled Marketing Project Differentiation to your Members.
• Media
  
  • Newspapers. Call editors to discuss the possibility of more in-depth (feature) coverage. Share your Statement with them, highlighting particularly relative information.
    
  • Television. Suggest footage of events you sponsor, or members receiving help via a program unique to your credit union, etc. Remember to sum up the impact on the community, not just your members.
  • Radio.
    Offer to be the guest on a talk show to explain how your credit union helps the community. Also, invite radio shows to interview volunteers as well as representatives from sponsors and SEGs about the unique nature of your credit union.
• Community Groups
• Offer to speak.
  Offer to be a guest speaker for community groups. Offer information about a program, policy or practice that would be advantageous to the group’s members. Talk about how credit unions are different and about their collective social mission. Consider: Kiwanis/Rotary, professional societies, scouts, seniors’ clubs, men’s/women’s groups, clubs, civic development groups, etc.
• Legislators
• Send a copy of your Statement of Commitment to elected officials (mayor, councilpersons, state senator, state representative, etc.). Ask if there are any needs being unmet in the community that your credit union may play a greater role in addressing.
• Invite elected officials (or their staff) to tour your credit union and have signage in place about Project Differentiation for the visit.

Public relations are a continuous process that requires on-going communication designed to influence the perception of its intended audience. When done right, public relations can build a strong bond between you, your members and the community.

Copyright © 2009 - Credit Union National Association, Inc.