ABCs of Press Releases

Credit union marketing and public relations staffers are forever asking why some credit unions seem to get more ink in Credit Union Times than theirs. For starters, some credit unions simply do more newsworthy things and are eager and willing to get well-written releases to our editorial staff in a timely (e-mail or fax), accurate (contact info), and exclusive manner. But just as important, they carefully read this publication every week to determine the type of news we run. And they send their information to the right editorial staff person, not the publisher. Far too many marketers and PR staff still make the mistake of sending “news” when it is no longer news. Releases on Christmas events received here in March (not kidding) will never see the printed page. Others send the exact same releases to all credit union publications at the same time thus lessening its chances of getting used. Still others think they have to send a release to every person on the staff of Credit Union Times including the publisher, past and present reporters, and advertising representatives. They mistakenly assume that will increase its chances of getting used. Just the opposite is true. Releases need only go to the editor. As for photo usage, those submitted are often of poor quality, not properly identified, or include too many shots of the same event. Best bet is to inquire if there is any interest before loading up the editorial (or even the publisher’s) hard drive with photos that may not be appropriate for this publication. -