MEDIA PITCHING CORNER
What is “earned media”? As opposed to paid advertising, earned media describes news and editorial coverage that results from building media contacts, and from pitching and placing stories in newspapers, radio, television, and online communications. Positive news coverage of credit unions not only promotes consumer awareness and education, but also benefits advocacy efforts by providing consistent messaging that is highly visible to elected officials and the constituents they represent.
To earn positive coverage, you have to make the right pitch. The following are two current newsworthy topics suggested by League’s Public Affairs Department:
Timely Consumer Loans
Highlight your credit union’s unique consumer loans that relate to upcoming seasonal events—such as proms, graduations, and summer family vacations. If possible, make the connection between these special loans and a financial literacy component. Contact your local media outlets via pitch letters or news releases— if you need assistance with either of these, don’t hesitate to contact the Public Affairs Department.
June: National Safety Month
Please consider sending out news releases on what your credit union is doing to improve safety awareness in the community and at your credit union — be it identity theft workshops, financial planning seminars, or special community events.
The Public Affairs staff is here to assist you with all aspects of media pitching—from media rosters to drafting press releases. |
