Taking hold of the reins to tell the great credit union story

There are about 5 to 6 public relations professionals for every 1 reporter in the United States. If we thought getting news coverage was hard, it’s only going to get harder. Media consolidation, newsroom layoffs, and the changing nature of news consumption are leading some estimates to show that ratio could reach 8 to 10 PR professionals for every 1 journalist in the coming years.

How can we break through?

Credit unions have approximately 141 million credit union members in the United States and hold approximately $2.3 trillion in total assets; U.S. banks collectively hold more than $24 trillion in assets. Despite this discrepancy, we have been thrust into the center of the storm—from continued attacks on tax structure to unnecessary regulation, and CRA extension pressure to business lending caps.

Are we ready? We must be.

Credit unions have long thrived behind the scenes, quietly empowering millions of Americans with fairer rates, community-focused solutions, and member-driven service. But now, we’re in the spotlight, and it’s our time to shine. As the financial landscape shifts, and as our competitors use massive PR budgets and media muscle, we cannot afford to sit on the sidelines any longer.

GoWest understands the urgency of this moment.

GoWest is ready to change the narrative and take PR to the next level. We’ve invested in high-level talent specifically focused on Public Relations, with a dedicated and specific focus on the reputation and positioning of credit unions 24/7/365. We are launching a dedicated PR workgroup in 2025—a bold new initiative aimed at helping credit unions across the region take control of their narrative. And we’re making sure to provide and improve data-informed and value-based resources available to member credit unions to help navigate opportunities and respond in crisis situations.

PR isn’t just about headlines.

At its core, public relations is about more than just communication; it’s about building relationships and shaping public perception. It’s about talking with people, instead of at them. PR is a strategic, long-term process of creating and maintaining a positive image for our movement, our members, and our mission. While communications can inform, PR can inspire, build trust, and solidify our place in the public consciousness.

It’s about managing our reputation in a world where information moves at lightning speed. It’s about understanding the media landscape, being proactive with our message, and crafting stories that reflect our core values.

Most importantly, it’s about ensuring that when people hear the word “credit union,” they think community, trust, and financial empowerment.

As the gap between PR professionals and reporters widens, we must understand that it’s no longer enough to react to the news—we must be the news. We must create stories that captivate journalists, content that engages influencers, and messages that resonate with the public at large. Credit unions have the foundation for compelling narratives, and now it’s time to ensure those stories reach every corner of the country.

Our role as not-for-profit financial cooperatives isn’t a tagline—it’s a Movement. Now is not the time to shy away from the public eye. It’s time to lead. To break through the crowded media landscape, we must be bold, unapologetic, and united in our messaging. The reality is: your story matters, and it’s one that resonates deeply with the values that consumers are increasingly seeking today—trust, transparency, and community impact.

Credit unions have been champions of resilience, innovation, and trust for over a century. Now, as we look to the future, we must lead with conviction, act with urgency, and communicate as once voice. Our future success depends on it. And, more importantly, the financial futures of millions of Americans depend on us stepping up to the challenge.

We’re not just ready—we’re essential to the future of finance. Let’s own that. Join us!