PR Insights


Every month, William Mills Agency contributes our thoughts and advice on industry trends and relevant issues to CUES’ Credit Union Management’s online “PR Insight” column.
Previous articles are listed below. Check back often to see new commentary.

Articles:

  • Content Marketing for Credit Unions
    Posted on April 3, 2014
    Understanding what it is, what it can do, and why you need it. Marketing continues to be a primary challenge for credit union managers. In fact, a recent report found that for the second year in a row, marketers cited insufficient budgets and/or manpower as the top problem they face.
  • 5 Ways to Garner Greater Visibility in 2014
    Posted on March 7, 2014
    Developing and maintaining member loyalty is typically a primary focus of a credit union’s strategic plan. Moving into 2014, it is important for credit unions not to overlook the value of public relations to build stronger relationships with key constituents. If your credit union does not already have a public relations strategy in place, these five simple tips can help ensure key messages reach target audiences and effectively tell your
  • Strategic Public Relations Planning for Credit Unions
    Posted on February 10, 2014
    A well-constructed public relations plan – or roadmap – can help your credit union drive growth, establish and maintain credibility, and educate key audiences on why your CU is better than the competition. The quality of the plan dictates its success and weighs heavily on the following key elements:
  • Cracking the Social Media Code
    Posted on January 2, 2014
    Throughout the past decade, the introduction and adoption of social media have consistently increased year after year, expanding far beyond a channel for sharing photos and socializing with friends and family. But despite the awareness of social media in both consumer and business realms, the Why?, How?, When? and What for? of social media implementation are still a significant concern for many of today’s credit unions.
  • Balance Key to Successful PR Campaigns
    Posted on November 7, 2013
    In every aspect of life, balance is key to success. Balanced tires on a car mean a smoother ride. A balanced diet usually results in the healthy function of your body. A well-balanced public relations campaign helps position your credit union as a media resource. Well-balanced PR efforts require three components: press releases, executive media placements and case studies. Together, these tools build exposure and enhance a company’s credibility because of
  • 4 Steps for Generating Consistent Publicity for Credit Unions
    Posted on October 1, 2013
    Most credit union executives know how beneficial publicity can be for their organizations but do not have a plan for generating consistent media coverage. Credit unions can generate more regular coverage by executing their own mini PR program based on the steps below
  • Telling the Story of Success
    Posted on September 5, 2013
    Every credit union has a story; a compelling, distinctive brand that sets it apart from competitors. Credit unions are “not for profit, not for charity, but for service,” and in this light, it becomes so crucial to effectively communicate that mission to the surrounding community. Not only to provide the highest levels of service to members, but to reach potential members within the community to spur growth.
  • Maximize Your Trade Show Value
    Posted on August 1, 2013
    Is your credit union making the most of credit union industry event participation? By Lauren Schuster CUES’ CU Management’s online-only “PR Insight” column runs the first Thursday of every month. Trade shows are a costly component of a credit union’s public relations campaign, from both a time and a cost standpoint. From travel expenses to registration fees and valuable time spent away from  Read More
  • Connecting With Members This Summer
    Posted on July 5, 2013
    Great content ideas to stay in touch by Sheryl Gudelsky Credit Union Management’s online-only “PR Insight” column runs the first Thursday of every month. Because of the July 4 holiday, the column is running one day late this month! As your members enjoy the fun and excitement that summer brings – family vacations, neighborhood barbeques, outdoor activities – it is the  Read More
  • Crisis Preparedness
    Posted on June 10, 2013
    At some point in time, every organization will be faced with a crisis. Some are minor: The ATM is down for two hours for maintenance. But some are quite severe: the deadly tornados in Oklahoma. How your credit union reacts to crises as they occur communicates a great deal to the marketplace about the institution and its leadership.
  • Measurable Benchmarks
    Posted on May 8, 2013
    Much like any business investment, the only way to determine whether a public relations plan is successful is to set benchmarks and make sure you are meeting or exceeding them. Studying your measurable results, you can optimize PR efforts to better focus your plan and increase its effectiveness.
  • Online Newsrooms Aren’t Just for Journalists
    Posted on April 4, 2013
    According to the 2013 Online Newsroom Survey conducted annually by TEKGroup International, Inc., 97 percent of journalists consider it important for a company to have an active and updated online newsroom. Eighty percent of those polled visit online newsrooms for small- to medium-sized companies as well as large companies. The survey also stresses that members of the media are no longer the only visitors to your website’s newsroom. More than
  • Simplifying Social Media
    Posted on March 7, 2013
    How to lighten your social media workload with a content strategy. Managing social media efforts will no doubt take time, but taking an integrated, strategic approach to the process can make it much simpler. While filling Facebook statuses, Tweets and empty blog pages sounds intimidating, following the tips below will make managing those platforms easier than you think.
  • Telling Your CU Story Through Images
    Posted on January 3, 2013
    The adage “a picture is worth a thousand words” remains true today. Given the short attention span of your current and prospective members, and the wealth of product, service and financial information your credit union can and should share, images, charts and infographics are a PR practitioner’s best friend.
  • Reflect Your Mission in Your Message
    Posted on November 1, 2012
    Much of credit union PR is about effectively relating your institution’s activities to build general public awareness and establishing yourself as a viable and respectable component within the community. The types of messages and how you choose to convey them are entirely up to you, but an important caveat of “effectively relating” to “build general public awareness” lies in the recognition of two profound, yet often-overlooked, concepts: message and presentation.
  • Getting Started in Public Relations
    Posted on October 4, 2012
    Getting Started in Public Relations. Tips for recent graduates and others new to the profession, by Hayley Thrift. Credit Union Management’s online-only “PR Insight” column runs the first Thursday of every month. The fact of the matter is, landing your first public relations job is a difficult task for recent college graduates during these tumultuous economic times. After years of countless hours of studying and attending classes, the ultimate goal
  • Rebranding
    Posted on September 6, 2012
    By Jerry Goldstein Credit Union Management’s online-only “PR Insight” column runs the first Thursday of every month. As times have changed, so too has your credit union. You may have changed your charter to broaden membership. You have undoubtedly expanded the way in which you communicate with your members, including the channels you use. Maybe you now have a Facebook page or share  Read More
  • Capitalizing on Facebook’s New Timeline
    Posted on May 17, 2012
    By Stephen Sprayberry Credit Union Management’s online-only “PR Insight” column runs the first Thursday of every month. As always, trends come and go, and as each of these articles is published, the world is being flooded with new information and trends that can be applied to the PR techniques credit unions utilize every day. In a recent column, we discussed  Read More
  • Day in the Life of a Credit Union’s PR Professional
    Posted on April 5, 2012
    By Chuck Meyers Maintaining relationships, a talent for planning and an eye for details are important skills for every PR pro. CUES’ Credit Union Management’s online-only “PR Insight” column runs the first Thursday of every month. On a day-to-day basis, a credit union’s PR professional works to communicate with key target audiences. This is done by: 1. managing relationships with  Read More
  • Creating Content That Matters
    Posted on March 17, 2012
    By J. Blair Logan Credit Union Management’s online-only “PR Insight” column runs the first Thursday of every month. Over the course of this article series, we have devoted a great deal of time and attention to discussing exactly how credit unions can more effectively promote and distribute their expertise or content to existing and prospective members. The reality is that  Read More