Two examples and an opportunity.
By Bill Prichard Sponsored by CO-OP Financial Services
CO-OP Financial Services recently made available the white paper, "Best Practices: Public Relations for Credit Unions." The paper reviewed the work of six public relations professionals at credit unions from Virginia to Alaska. A number of topics emerged in our discussion with these “practitioners,” but perhaps the one best practice they have unanimously adopted is community involvement. It’s the best public relations of all. The opportunities for credit unions to be involved in their communities are as broad and diverse as the nation. One example is $2.4 billion Redwood Credit Union of Santa Rosa, Calif., which has had a strong relationship with the Redwood Empire Food Bank, also of Santa Rosa. “Our partnership provides us mutually beneficial media opportunities, too,” says Robin McKenzie, SVP/marketing and communications. “For example, we recently got called to be the featured company at the food bank when they were contacted by KGO-TV, a San Francisco ABC affiliate, who wanted to do a live broadcast there during Thanksgiving. "We were able to have our team of volunteers featured on the broadcast, and we were interviewed about our relationship with REFB and our commitment to solving hunger issues in our community. So, the lesson is don’t just write checks; find a way to truly partner with local nonprofits and community groups, which can include creating earned media stories and opportunities together.” Another example is Virginia Credit Union, which is committed to being a leader of financial education in the Richmond area it serves. “We have a financial education director on our staff,” says Glenn Birch, public and media relations director. “We are continually out in the community conducting financial literacy seminars, such as how to manage personal budgets.
That has been very important to our credit union and our PR “We authentically made financial education for our community a top priority, and that has worked out very well for us,” says Birch. “It fits so neatly with our purpose, what we are about and supports those who we are trying to serve.” The credit union doesn’t stop there. It also supports its local Children’s Miracle Network Hospital: Children’s Hospital of Richmond at Virginia Commonwealth University. “Our employees’ support for the hospital is supplemented with a program tied to the success of the VCU Rams basketball teams,” says Birch. “We add to our support for every assist the Rams make. The program, called VACU Assists, is helping our community support initiatives get noticed.” CO-OP Financial Services can help credit unions add to their work on behalf of CMN Hospitals through its Miracle Match by CO-OP program. In 2014, a total of 170 credit unions participating in the program raised a record $3.1 million for CMN Hospitals, $1 million of which was matching funds provided by CO-OP Financial Services.
Bill Prichard is senior manager/public relations and corporate communications for CO-OP Financial Services, a financial technology provider to credit unions based in Rancho Cucamonga, Calif. Prichard can be reached at 800.782.9042, ext. 3450.
