Regardless of a credit union’s size, membership, or public relations team, setting aside a few moments to brainstorm media outreach plans can lead to consistent positive coverage. A uniform agenda aids public relations teams in building relationships with media, says William Mills Agency expert Kelly Williams. Developing such a plan requires credit unions to define themselves, which includes identifying desired perception in the marketplace as well as spokespeople to push that identity. Credit unions must also analyze what advantages their products and services provide that competitors do not. It is also crucial to gauge member and partner demographics. Understanding what publications members read and whom business partners work with gives direction to coverage placement down the road.