Even though a slept through the “5,4,3,2,1…Happy New Year” moment this year, I did wake up New Year’s day with a sense of relief that 2008 is behind us and excited to make 2009 the best year ever!!!
Then I read this:
Local Credit Union Changing Hands.
“Valley Credit Union is officially handing over the keys to an out-of-state banking group. Service will resume Friday without many visible changes at Valley Credit’s three branches.
The credit union was facing the possibility of failure, so it sold itself to Illinois-chartered Citizens Equity FInancial Credit Union.”
I didn’t know credit unions could “buy” other credit unions – or sell to an out-of-state banking group??
How many ways is this article wrong? No wonder people are confused about credit unions. Are they member owned anymore? Does the phrase financial cooperative mean anything?
This article was a little better but you have to be an insider to fully understand that this is not your run-of-the-mill-bank-failure-buy-out fiasco.
The coverage of this merger could have such a positive and educational bent. How about saying this:
“Valley Federal Credit Union in the Silicon Valley has merged with the members of Citizens Equity (formerly Caterpillar Employees FCU). The members of Citizens Equity will respect the ownership and Valley Fed will keep their name and 90% of their employees. This is a great example of people helping people in these trying times. Credit unions are member owned financial cooperatives and in their 100 year history have never cost taxpayers money.”
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January 5, 2009 at 11:36 am
Todd Schultz
Reporters have always been subject to fast deadlines, high workloads, and the requirement to cover many stories outside of their areas of expertiese. Recent newsroom layoffs, leaving fewer, less experienced reporters to churn out the news, have only made the matter worse.
As a result, CUs need to realize THEY are responsible for getting the right message with the right facts to the reporters. Get you PR in order and make sure senior staff are media-savvy before the big story hits.
That said, by the time a CU is considering merger to avoid failure, does it still have the right resources, people, or will to make a concerted PR effort?
January 6, 2009 at 3:02 am
Denise Wymore
Todd,
Great point. It probably looked like I was blaming the media, and I wasn’t. In fact, now I’ll say it – how did the California Credit Union League not get this right? They were asked to run the credit union in the interim. The original press release regarding that decision was very well written. Who dropped the ball?
January 11, 2009 at 3:26 pm
Credit Union Warrior
I think I’m getting sick…got a bucket?