Thanks for a great column (CU Times, March 26, 2008) on working with the media. This is so important for credit unions to know. It is my firm belief that media coverage is the only way credit unions will change perceptions, and it's encouraging to see more and more credit unions waking up to the need for a full PR program. Having said that, I'm going to question some of the points made.
Yes, it's important to build a relationship with the press, but keep it professional. Every reporter appreciates a good inside story, but few have the time or the interest in meeting you for dinner and drinks.
The press release is fine, but if you truly have an interesting story, consider calling or e-mailing your local media about it. Many reporters are overwhelmed with hundreds of press releases, and your nugget of gold may simply get lost in the avalanche.
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I agree with all your other points, especially the one about knowing that you're not the only source for the story. And here's one more point: Realize that as a PR person, you have absolutely no control of what will be published and when. Don't ask the reporter if your story will run, and certainly don't ask him or her to send you a copy for review before it runs. All basic truisms to the PR person, but when a marketer, so used to advertising in publications, approaches the same publication from a PR perspective, this is a huge shift. You're there to help the reporter, but that's it. You're a source, not a customer. Know your place in the process, give the editor what he or she needs, and your coverage will follow. Sometimes not how and when you expected it to, but you'll get it…usually. As the old saying goes: Advertising is paid for; publicity is prayed for.
Thanks again for bringing this issue to the forefront of credit union thinking.
Laura M. Enock
CEO
CUVA Inc.
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