In a credit union, public relations is an investment in the long-term success of the organization, and contributes to a positive perception on the part of members and other influential stakeholders.

Readers will learn six aspects of public relations:

1. building a positive image of the credit union
2. the relationship between the credit union and the community in which it operates
3. the working partnership between the credit union and the media
4. the strategic relationships between the credit union and its special audiences: employees, members, SEG employers and employees, regulators and legislators, community opinion leaders, industry partners and educators
5. issues management
6. crisis communication

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