Credit unions, large and small, are newsmakers. Capturing attention for that news is one way credit unions can increase their exposure without much cost.

While there are several effective methods for communicating your news, the news release is one of the simplest tools to help get the word out.

What is a news release? Sometimes called a press release, it’s a document announcing recent events occurring at your credit union or among your membership. It’s written in a factual, unbiased manner, similar to a news article you’d read in the newspaper.

What constitutes a news release? Any event of interest to your community, such as…

… new or recently promoted associates,
… new products or services,
… charitable contributions,
… special events or sponsorships,
… speaking engagements, and
… employee or member awards.

How do we create a news release? While the model is changing as new media (online and digital formats) become more popular, the traditional templates are still viable. Here’s one template for a traditional news release. If you’re interested in looking into evolving formats, Google “social media news release” or click here for a template.

Who receives a news release? Traditionally, a news release is intended for media, which can encompass everyone from a newspaper editor to a TV station assignment editor. However, as new media evolves, you should also consider community and industry bloggers, as well as Website publishers writing for your niche or location.

How do we get the news published? When it comes to media, the decision on what constitutes “news” ultimately resides with the editor or producer. But, there are three ways you can improve your chances of pick up.

1) Use compelling and smart writing (consider outsourcing if your staff doesn’t have the right skill set).
2) Find exactly the appropriate contact by calling the newsroom.
3) Follow up with additional details – not to check to see that they received your news (this is a major no-no with busy reporters).

Are there other things to do with a news release? Yes! Use every method of communication you have at your disposal. Pull out the main copy of the release and add it to your blog. Create a section on your Website that archives your releases. Send it out to your members via an opt-in email communication. Post it on boards in your branches. Add the copy to newsletters, statement stuffers or in a welcome screen at your online bill pay’s home page.

All credit unions are newsmakers. So get out there and make those headlines!