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MADISON, Wis. – It’s the type of news most credit unions might not be so eager to talk about: a CEO’s sudden “resignation,” the discovery that an employee has been funneling money from member accounts or a credit union wanting to convert to a bank.

It’s how credit unions respond when the press calls for more details that sets apart the novices from those that already have some sort of media response plan in place to handle unusual scenarios. Indeed, having a media response team in place is one proactive way credit unions can be prepared for the inevitable, according to PR for CUs-Public Relations Strategies for Credit Unions by Lucy Harr and Dick Radtke, published for the Credit Union Executives Society. That team can be head by the CEO or another top executive and could include staff from other departments such as legal, office management or marketing.

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