Independent Banker - March 2023 - 76

CONNECTIONS MEMBER BENEFITS
Twitter, Instagram and
Facebook can help
raise awareness for
local banking and its
significance through
a variety of posts and
videos, helping foster
a human connection
to your bank.
specific guidelines on writing and
placing news releases and op-eds.
When being featured on the radio
or in a podcast, your voice, inflection
and pace are key factors. To be
successful while being interviewed on
the phone or in studio, avoid noise
and be animated with your voice and
delivery. And as a precaution, always
assume that your microphone is on.
Unlike the other formats, your
visual appearance will be captured
for television and video interviews.
Presentation is everything. That
means you should maintain good
posture, eye contact and a regular
voice tone and volume. When you're
speaking, always lead with the most
important message. Similar to audio
recordings, remember that you're
on camera.
Before pitching your story to
media outlets, determine what you're
trying to say, why it's an important
story and how it fits their audience.
And when pitching, be quick and
straightforward with your messaging,
accommodate the reporter's schedule
and respect their time. Once you
establish a rapport, you can become
a resource for them and offer notable
stories and a unique perspective
when appropriate.
Understand the platform.
From print and online to television
and podcasts, different mediums
require different considerations.
It's also important to know how to
conduct yourself during an interview
(see sidebar). What should you keep
in mind for print, online, audio and
visual media?
With print and online
publications-such as newspapers,
magazines or website articles-you
have to consider their timelines. Print
publications will likely have long lead
times, while online ones will have
shorter deadlines. The toolkit offers
2. Leverage different channels
While many community banks can't
afford to have a full-time social media
manager, they still should be able to
reap the benefits that social media
presents. Twitter, Instagram and
Facebook can help raise awareness
for local banking and its significance
through a variety of posts and videos,
helping foster a human connection
to your bank. In addition, it'll help
nurture both your current and
potential customer relationships.
3. Plan ahead
Posting on social media around
holidays, during months of
recognition or after major events can
make a big difference in connecting
with your audience. Taking the
time of year into consideration will
help you provide timely, relevant
content. Research these schedule
opportunities, like Data Privacy
Week in January, so that you can
plan related posts or campaigns
throughout the year. 
-Rachel Hatcher
76 // ICBA Independent Banker // March 2023
Ace your
interview
Six tips for great results
1. Get the facts up front: If
a reporter asks to interview
you, ask questions to clarify
what they will ask, what the
story covers, as well as other
vital information such as the
story angle.
2. Prepare in advance:
Establish your talking points
and read up on the topic and
interviewer. Additionally,
avoid impromptu interviews.
3. Speak clearly,
thoughtfully and concisely:
Write down what you plan on
saying during the interview,
and try recording your
responses and listening back
with colleagues.
4. Confirm spelling and title:
For accuracy, spell out both
your name and the name of
your community bank for the
reporter. Be sure to include
your full title.
5. Maximize the
opportunity: When asked
if you have any questions,
take the opportunity to
reemphasize your key points
and message.
Stay tuned...
There will be big news at
ICBA LIVE 2023, where ICBA
will share exciting next steps
about how you can join a
national marketing effort that
will benefit your community
bank and the industry at large.
Independent Banker - March 2023

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