FULL-CONTACT PUBLIC RELATIONS by ProQuest

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									vantage point
                                                                              empower brand ambassadors. Good public
                                                                              relations begins with front-line employees who, if
                                                                               informed and empowered to discuss both corporate
                                                                               and industry issues, truly are your best brand ambas-
                                                                                sadors. Ensure that all of your community bank’s
                                                                                employees understand your institution’s strategic

Full-ContaCt                                                                     moves, such as acquisitions of bank competitors.
                                                                                 Just as important, employees should be knowl-




PubliC
                                                                                  edgeable about management’s views on industry
                                                                                   challenges, such as new consumer-protection
                                                                                    regulations or the effects of consumer credit
                                                                                    scores on loan rates.
                                                                                    be a newsmaker. It’s 4 p.m. on Friday, and
                                                                                      you’re still neck-deep in meetings and paper-


Relations
                                                                                      work. Invariably, this is when you’ll get a mes-
                                                                                       sage that a local newspaper reporter seeks your
                                                                                        comments on what the newest federal regula-
                                                                                          tory proposal will mean for consumers.
                                                                                             Community bankers who actively manage
                                                                                            their institutions’ reputation recognize
                                                                                             this all-too-common inconvenience as a
                                                                                               golden opportunity. Being accessible to
                                                                                               journalists and willing to comment on a
                                                                                                wide range of banking issues will allow
                                                                                                you to educate reporters, customers
                                                                                                and potential customers on what your
                                                         
								
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