These days, there are multiple ways to communicate your productofferings to current and potential members — including Facebook,Twitter and other social media sites. But smart credit unionmarketers still strive to be featured in the press, both broadcastand print.

Not all credit unions have marketing or public relations staff– and even if they do, any communication between the marketerand the press may fall flat, leading to less-than-desirableresults.

What should you do? How do you make the most of your opportunitywith the press?

Understand that a reporter's job is not to promote your productor service, but to tell an interesting story that is valuable tohis or her audience of readers or viewers. Here are a few things toconsider before you send your next press release to the local ornational press.

Know your message

When writing a press release, you could go on forever about allaspects of the credit union industry. But reporters don't haveforever — they're on deadline. In that situation, too muchinformation is not a good thing, since it requires areporter to dig for useful nuggets.

Keep it short and to the point. If you're publicizing afundraiser or a promotion, don't expect more than a mention. If youwant an actual article, find something interesting about yourevent. How do you fit into the credit union industry? How does yourcredit union impact society? What's different about what you do?Does the person being promoted have a compelling backstory outsidethe industry? Reporters are always looking for human intereststories — it's your job to give them one.

Know the beat

Journalists usually have a specialty. If you are reaching outto, say, the Credit Union Times, you can assume — correctly — thatthey are interested in credit union news. If you are trying to getattention from your local business newspaper or a magazine, sendyour press release to the business or financial reporter, not thegardening reporter. And don't send a blast to all reporters — doyour homework. If it's a robbery story, contact the crime reporter.If it's business-related, find the reporter on that beat. Don'twaste your time or the reporter's time.

Connect with journalists

If you have journalists' emails, be sure to keep them updatedwith your contact information in addition to sending them regularpress releases. Even if they don't use your press release, try tokeep in touch. It also doesn't hurt to connect with them viaLinkedIn. Often, a reporter will need a quote from a CEO or otherhigh-ranking executive, and they don't want to have to call youryour 1-800 member number looking for one. Have your contact phoneor email listed on your website. Even more important, call or emailreporters back if you missed their attempt to contact you, even ifthe opportunity has passed. Use it as a chance to bounce some ideasoff of them, which is invaluable when it comes to obtaining pressfor your credit union.