Policy in Washington feels unpredictable. From the politics of the shutdown to the war in Eastern Europe, concerning news can be found splashed across most every social media feed. Many view their economic futures with uncertainty, especially with the emergence of AI.
To put it plainly, people across all political, economic and geographic spectrums are understandably worried. A survey by payment network Affirm showed 77% of Americans have changed the way they manage their finances as a result of ongoing economic conditions.
In a decentralized media environment, it can be challenging for people to know where to turn for reliable information. In such times, credit unions serve their markets well – and in turn, themselves – by stepping in and becoming a trusted, independent voice for the communities they serve.
Over the last several years, we at SELCO Community Credit Union in Oregon have used nearly every media channel available to us in our state to do this very thing. Whether it’s traditional media, podcasters or financial influencers, we have reached out to offer our team as a resource for stories that affect our communities and can benefit from our expertise, even when those stories don’t directly involve SELCO.
We’ve answered questions about local real estate markets, helped contextualize and localize national headlines and written op-eds dispensing personal financial advice. The response has been overwhelmingly positive – and not just from media professionals wanting access to credible sources. Our members and broader community have told us they feel more empowered to borrow responsibly, save sensibly and invest wisely.
At SELCO, this philosophy has become part of our DNA. We’ve developed internal processes for fielding media requests quickly and thoughtfully. We regularly brainstorm timely topics to pitch to reporters. And we encourage team members across the credit union – not just executives – to lend their voices, whether it’s sharing tips on managing credit card debt or recognizing the red flags of the latest scam.
Our goal is simple: To be a consistent, trustworthy resource people can rely on, even for those who are not members.
This approach isn’t just good community service – it’s good business. When people see you as a trusted guide, they’re more likely to come to you when they need a loan, a savings account, or financial advice. In fact, SELCO’s brand recognition in Oregon has increased nearly 15% over the last decade. We attribute the boost, in part, to our media outreach.
The key to the success of these efforts is striving to be genuinely helpful. We are careful not to promote our products in this outreach. Instead, we use the platforms afforded us to build trust. Trust leads to engagement, and engagement leads to loyalty.
Like all community credit unions, our team members live in the communities we serve. We understand local industries and challenges in a way that national banks often do not. We know what keeps our neighbors up at night – whether it’s rising interest rates, housing affordability or student loans.
When a producer at a local TV station in Portland, Ore., needed a source to discuss how consumers could protect themselves from text scams, we answered the call. When the local newspaper in Bend, Ore., wanted advice on a wide range of financial topics dispensed in a regular monthly column, they turned to SELCO.
They didn’t do this because we’re the biggest institution on the block. They reached out because they knew we would provide thoughtful, practical advice.
That’s the unique role community credit unions can play. We’re not just financial institutions – we’re educators, translators, advocates and partners. We help people navigate a financial system that often feels overwhelming or out of reach.
For a public outreach campaign such as this to be effective, however, institutions need to be proactive, deliberate and sustained. Don’t wait for the media to come to you. Reach out to your local newspaper, television stations, radio programs, podcasters and digital publications. Offer up your experts for stories on fraud prevention, economic trends, budgeting tips or the unique issues your communities face. Create your own content – opinion columns, newsletters, social media explainers, video series – and make it available to everyone.
In an information ecosystem flooded with noise, credit unions have an opportunity and responsibility to rise above it. By offering clarity, context and compassion, we strengthen not only our own institutions but the communities we’ve pledged to serve.
Your community is craving reliable information and advice. Be the one to give it to them.
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