Unearthing from inside your organization the kind of news capable of grabbing headlines requires a bit of detective work. But the results – implied endorsement by your local media – are definitely worth the effort.

Financial institutions looking for news coverage from their local newspaper or TV stations often believe they have to host lavish or cute events to draw attention. While this can certainly turn media heads in your direction, it’s not your only hope of winding up on the front page of the business section.

One of the best ways to interest media in your FI is to find a local example of a national trend happening within your ranks.

Is your local press covering a local H1N1 outbreak? Maybe your FI has taken extra steps to protect its staff. Invite a local reporter in to take a look at your new procedures.

Do you count student cardholders among your card base? Talk about how you market to them, how you educate them and the tools you have given them to remain financially responsible. Credit card marketing to students is a hot topic now.

How about the economy in general? Perhaps you have a small business client who is bucking trends, thanks in part to the loan you were able to give the business when no other FI in town would take the risk.

National news media are constantly on the lookout for hometown examples, as well. Who knows… your appearance on page 3 of the local paper just might turn into a front page Wall Street Journal quote over night. Stranger things have happened.