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We want to share with you the trends we see in the financial services industry, including important events and media input. As an agency, our goal is to help you. That is why we also post our financial PR and Marketing best practices and opinion articles as a resource for your company.

PR Insight: Trust Me

Three tips for communicating a trustworthy brand

It is said that trust is the most valuable thing you can earn. In financial services, it’s fundamental to success. Trust in financial institutions has been hard won since the 2008 financial crisis. And the financial services industry is not alone. Trust in institutions is wavering across all industries—just look at Facebook’s data scandal for proof. Rachel Botsman, world-renowned expert on trust, says this shaky ground is because institutional trust was not built for the digital age. However, there’s one truth that holds true over the ages: Trust between people is the glue that holds society together. This is where credit unions excel.

Forbes Communications Council - Five Surefire Ways To Mismanage A PR Crisis

In the wake of one of the biggest data breaches to date, other companies are faced with the reality that data breaches continue to pose a threat and have increased over time in both size and intensity. But it's not just security breaches that companies need to worry about — sexual harassment scandals and political snafus are easily proliferated through social media. At any given moment, a crisis can occur, usually without warning. If not handled well, it could be a major blow to the company’s reputation. Here are five common mistakes when managing a PR crisis:

PR Insight: Community Engagement Is Just The Beginning

Many credit unions focus a significant part of their business model on community engagement. Being involved in local and community events gives credit unions the opportunity to further their brand recognition while actively engaging with existing and potential members—this can help establish, deepen and retain current member relationships while building new ones. However, as you continue to engage your community, it’s important to tackle each such engagement with a clear, integrated public relations and marketing strategy. 

Your members are an integral part of your brand. Since they are already interacting with your CU to some degree, it’s important to develop a strategy focused on making the most of your investment before, during and after the event. 

PR Insight: Using Social Media To Connect With Members & Reach New Ones

What is your credit union’s social media strategy and how will you manage it?

With social media setting a new standard for engagement and communication, credit unions are in a unique position to exceed member expectations and continue providing superior member service by utilizing social media tools, targeting specific audiences and varying content across their platforms. 

Fostering member relationships shouldn’t end when members walk out the door or log off their mobile app. From checking Facebook updates to posting pictures on Instagram to perusing Tweets from their favorite celebrities, consumers are spending an average of two hours and 22 minutes on social networks every day, according to Digital Information World. This means that using social media to engage with your members can be key in continuing the conversation with them while also connecting with potential new members.

Maximizing Industry Awards To Enhance Your FinTech Public Relations Program

Most fintech public relations programs feature the proven components: press releases, social media campaigns, contributed articles, trade shows, etc. However, fintechs that fail to also include relevant award opportunities may be missing a significant piece of the puzzle. Awards are not only a great way to increase awareness, but also to provide a valuable piece of third-party validation that can be beneficial in nurturing leads and boosting sales.

In financial services, it’s important to note that not all awards are created equal, so your fintech should identify ones that deliver the most potential impact by highlighting the value proposition of your technology as well as your successful financial institution partnerships. It’s also important to pay careful attention to which organization is actually sponsoring an award. Those hosted by respected, well-known organizations and associations in the industry will tend to deliver the most impact.

What Can Fintechs Learn from the Biggest Public Relations Scandals Of 2018?

Every organization, even the largest of companies, is subject to making public relations mistakes when responding to a crisis. As many have learned the hard way however, the most important factor is often how you respond. Ensuring your fintech’s public relations strategy includes a comprehensive crisis communications plan can help prevent a small mistake from turning into a much larger disaster that can erode customer trust. The latest white paper from William Mills Agency, Top 10 PR Nightmares of 2018, reviews PR mistakes made by some of the biggest companies in the world. Just one example that is highlighted is Lockheed Martin’s failed Twitter campaign.

PR Insight: If You Fail To Plan, You Plan To Fail

3 steps for preparing communication during a crisis

Benjamin Franklin once said, “If you fail to plan, you are planning to fail.” While he probably wasn’t referring to a public relations crisis, this mentality can surely be applied to PR. Planning can make the difference between quickly stomping out a fire or going up in flames.

You can never hope to predict every PR blunder—wouldn’t crises be easier if you could?—but there are a few things credit unions can do to make the inevitable less damaging and less stressful.

ABCs of Fintech SEO:  The Intersection of PR and SEO

While on tour in 1995, the manager of the rock band Jefferson Starship was trying to show a club promoter the band’s new, hip website, but he could not remember the URL, so instead searched “Jefferson Starship.” The manager became infuriated when the band’s website did not appear on the first page of results, nor the second or third, but rather towards the bottom of the fourth page of search results. Furious, the manager placed a call in the wee hours of the morning to the website design firm and demanded the band’s website be displayed on the first page of results. No one really knows for sure, but most agree this was the beginning of what we now know as search engine optimization or SEO.

PR Insight: Leveraging Awards To Grow Your Business

Industry and community recognition provides a great opportunity to attract new members.

The laborious process of applying for industry awards can prove stressful and painstakingly long for credit union marketers. They may not consider the countless hours of drafting and editing award nominations the most enjoyable work, but the euphoria that permeates throughout the organization after winning makes it worthwhile. Awards play a key role in feeding the public relations and marketing engine, which supports the credit union’s overall business goals. When utilized correctly, awards serve as tools to attract new members, inform existing members of organizational leadership and innovation and strengthen the credit union’s brand. 

Fintech Media Training 101: Three Tips to Nail Your Next Interview

 

The right earned media coverage can be a game changer for your business and a key factor in achieving this begins with mastering the art of the interview.

For many fintech executives, interviews can be a bit intimidating – especially when it’s up to you to speak on behalf of your entire company. The good news is that serving as an effective spokesperson is a coachable skill. As an agency, we have had the opportunity to train hundreds of executives and there are a few tips that go a long way toward ensuring that an upcoming media interview converts into great media coverage:

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