Cultivate relationships with the press

Determine which media outlets are a good fit and work to build relationships with them. This process will take time and effort and may not yield immediate results. But the foundation of good public relations is the relationship you establish and maintain with reporters and editors who one day will be interested in the story you have to tell. ICU Day can be an excellent opportunity to establish connections with media contacts in your area. Potential options include:

• Local newspaper editors
  Depending on the size of the publication, also send to finance, business and local section editors
• Radio news editors
• Television news editors
• Radio program producers and hosts
• Television program producers and hosts
• Trade publications

Never send information to "Editor" and assume it will reach the right person

Call the media outlet to learn to whom it is best to send your story. These positions can turn over quickly, so keep your contact list current.

Contact the media outlet to learn how they prefer to receive information

E-mail, fax and regular mail are all options.

Consider the news release an initial point of news contact

Phone calls and e-mails are viable methods of follow-up contact, but never ask whether the news person has received your press release. That approach simply irritates the press. Make sure all contacts you attempt provide value to the news outlet, even if you're only volunteering to serve as an "expert resource" for news topics that may cross into credit union territory. Most news people will come to appreciate your honesty and respect for their role and be more inclined to respond to your queries.

Don't bombard the media with information

Wait until you have something newsworthy to say, but actively look for opportunities to tell the credit union story. News outlets, first and foremost, are concerned with stories that have the greatest value to the majority of their readers. What's news for the credit union may not be news to the media, and reporters and editors have to be satisfied first before you can hope to use their outlet as an information conduit to the general public.

Use the sample press release about ICU Day to build a story about your credit union or league. Strong local news angles will encourage the media to cover your event. Are you giving a presentation about credit unions? Educating school children about the importance of saving? Sponsoring a local charity? Tell that story and show how it's an important example of the credit union difference as applied to the local level.

Depending upon the nature of your ICU Day festivities, you may consider sending copies of event photos and information to your media contacts after the event. Be sure to completely identify the people in your photos by name, title and affiliation.

Talk radio and radio programming are popular in many communities. Approach the station producer about appearing as a guest on a talk show during International Credit Union Day. Use this opportunity to point out credit union principles and philosophy and how we make a difference in our members' lives. Calling in to talk radio programs can also be a good way to get your message heard.

Outline the things that differentiate credit unions from other financial services:

• Member-owned and not-for-profit
• Commitment to service
• Social responsibility
• Role in providing education
• Cooperative nature
• Volunteer directors
• Democratic, one member/one vote structure
• Part of an international system serving 177 million people worldwide

Be concise and check your newspaper's policy on submissions: four paragraphs is a typical maximum length. Be sure to include your business contact information, daytime phone number and the title you hold at your credit union.