23 Oct Maximizing End-of-Year Media Coverage: How Credit Unions Can Spotlight Their Community Impact

Maximizing End-of-Year Media Coverage: How Credit Unions Can Spotlight Their Community Impact

As the year winds down, credit unions nationwide ramp up efforts to give back to their communities—be it through charitable donations, special events, or support programs that benefit local families. These initiatives create ideal opportunities for credit unions to enhance their brand presence by generating earned media coverage. Here’s how credit unions can effectively leverage their end-of-year activities for greater media visibility and showcase the positive impact they’re making.

1. Highlight the “Human Impact” in Your Stories

Media outlets are more likely to cover stories that resonate emotionally with readers. To create an emotional connection, focus on the real-life impact of your end-of-year efforts. Gather testimonials from those who’ve benefited from your programs, including community members and credit union employees. Sharing stories of individuals who experienced meaningful changes due to your credit union’s support can humanize your impact and make the story more newsworthy.

Actionable Tip:

• Include quotes from community members and stakeholders who were personally impacted by your efforts. Consider putting these testimonials on your website as well to drive home your commitment and link back to your media coverage.

2. Coordinate with Local Nonprofits for Joint Press Releases

Partnering with local charities or community organizations you support during the holidays can increase your chances of securing media coverage. Local reporters often appreciate having a broader perspective on community impact, and teaming up with reputable nonprofits adds credibility to your story. A joint press release showcasing the combined efforts of your credit union and local organizations can amplify your message and reach.

Actionable Tip:

• Work with nonprofit partners to create compelling visuals like photos and videos of your joint activities. Send these as part of your media outreach to enhance the appeal of your story to editors and producers.

3. Emphasize Unique, Newsworthy Aspects

Think about what makes your end-of-year initiatives unique. Are you helping a record number of families this season? Has your credit union launched a new type of community support program? Journalists are always on the lookout for fresh angles, so tailor your media pitches to emphasize these one-of-a-kind aspects of your initiatives.

Actionable Tip:

• Quantify your impact if possible. Numbers that reflect community reach, funds raised, or hours volunteered add weight to your story. Incorporating these stats into your pitches helps journalists convey the significance of your work to their audiences.

4. Leverage Visual Storytelling for Social Media

While the primary goal is to secure traditional media coverage, using social media to share your story visually can attract attention from local reporters and editors. Post behind-the-scenes videos, testimonials, or event photos that bring your story to life. Tagging relevant news outlets, community influencers, and journalists can prompt them to consider covering your story. Use hashtags that align with both your brand and your community initiatives to extend your reach.

Actionable Tip:

• Create short, engaging videos—these can be incredibly effective in grabbing the attention of both audiences and journalists scrolling through social media. A 30-second clip showing your team in action or a brief interview with beneficiaries can be particularly compelling.

5. Prepare Spokespersons for Media Interviews

Designate an internal spokesperson who is prepared to speak confidently about your credit union’s community involvement. Ideally, this person should be able to communicate both the organization’s broader mission and the specific goals of the end-of-year initiatives. By training your spokesperson to highlight the human impact and the credit union’s values, you make it easy for journalists to capture the heart of your story.

Actionable Tip:

• Hold a quick media training session for your spokesperson, focusing on answering questions concisely and emphasizing impact. A few prepared sound bites and anecdotes can go a long way in ensuring your message lands.

6. Follow Up with Local Outlets and Offer Exclusive Content

If a story is well-suited to a particular outlet, consider offering exclusive access or behind-the-scenes details. Many local media channels appreciate having a unique angle on community stories. By offering exclusivity, you increase the likelihood that your story will stand out in the crowded news landscape, especially during the holiday season.

Actionable Tip:

• Identify a local reporter who frequently covers community and nonprofit news. Reach out with an exclusive angle or invitation to an event, demonstrating how your story aligns with their focus.

7. Leverage the Power of Your Members’ Voices

Sometimes, the best advocates for your credit union are your members. Encourage them to share their personal stories of how the credit union has supported them or made a difference in their lives, especially if they have benefited from holiday-related initiatives. Member stories add authenticity and a fresh perspective, which can help amplify your message in media coverage.

Actionable Tip:

• Ask members for video testimonials about their experiences with the credit union’s community programs. These stories can be incorporated into media outreach efforts and can serve as great content for social media.

Wrapping Up: Timing Matters

The holiday season is filled with competing stories, so be mindful of timing. Reach out to media contacts a few weeks in advance to secure coverage while journalists are still planning for the month. A timely pitch with a well-structured story can go a long way in securing valuable earned media coverage.

By following these strategies, credit unions can ensure that their community impact receives the recognition it deserves, helping build stronger connections with local communities while also boosting member engagement.