We frequently read about the impact of good storytelling. We listen to speakers, maybe at the GAC, and laugh at their jokes or gasp at their adventures. They pull you in and don't let you go. You walk out of the room feeling like you can accomplish anything at your credit union. What most will not take back is the art of making someone care about your story—your credit union's story.

The time has come to unleash a flurry of public relations in your communities founded on a solid corporate social responsibility program, and a thoughtful, integrated marketing strategy comprising messaging aligned with the credit union's goals, all of which tell your story.

Credit unions are responsible for getting the good word out within their fields of membership. Within the credit union community, CU Times loves to help out with the storytelling. I've only recently come to recognize the significance of this role during a recent webcast we hosted, featuring past Trailblazer winners. The importance of storytelling was the runaway theme throughout the event. We demonstrate our respect for the work credit unions and their volunteers and professionals do to enrich members' lives through programs like our 10th Annual Trailblazer Awards, Trailblazers 40 Below, and Women to Watch. Not only did each of our webcast expert panelists agree on the importance of storytelling, but two of them followed up with each other after the webcast about a program one credit union was doing. Live, unsolicited impact of storytelling and cooperating in action.