When crisis strikes, crystal clear communication is key.
 
Over the past few weeks, we’ve watched the latest health scare migrate from “Swine Flu” to the “H1N1 Virus.” We witnessed its progression from fatal pandemic to treatable virus. We listened to the two cents of medical experts, agricultural gurus and public health pundits from across the globe
 
As a combination of accurate and bogus information flooded media channels, the public understandably became confused, spreading rumors faster than the virus itself.
 
The credit union industry, too, is facing an environment where misinformation, suspicion and confusion threaten the member-credit union relationship.
 
The upheaval caused by the NCUA’s conservatorship actions, new and proposed credit card legislation, mortgage and credit industry woes – these are just three of the many complex news stories coming at your members from all angles.
 
Yes, it’s a good idea to mobilize your team for response to inquiries. But, it’s even better to be proactive. Here are a few ideas for how to get a handle on the rumor mill before it even starts:
 
1. Set up a specific phone line and email account for questions with regards to the economy and how the news headlines will directly and indirectly impact your members.
 
2. Start a blog and write daily about how your credit union is handling challenges or why the stories of the day do not affect your organization.
 
3. Get your CEO out in the community, speaking before business and entertainment groups or talking to local business reporters about the credit union difference.
 
Don’t wait for the rumors. Nip them in the bud today. Now is the time for over-achievement in communication.