U.S. Senate FCU Lesson: Speed Is of the Essence in PR Crisis
The importance of staying true to one’s brand, was recently made painfully clear with the fallout from U.S. Senate Federal Credit Union’s targeted loan ad featuring a buxom blonde’s cleavage.
The direct mailing piece represented a small sliver of the $563 million credit union’s yearlong targeted “Got Big Plans?” campaign to build awareness of the variety of loans available and that the Alexandria, Va., credit union–which has offices in the Senate Hart Office Building and the Government Accountability Office–stands ready to “help with all that life dishes out.”
He said the next step credit unions need to take should be setting up a social media/online monitoring system to find such issues before they get larger.
“Hopefully, more credit unions will see the need to monitor their mentions online and work through issues like this, should they arise,” said Hodson.