Gentile: Continue to Tell the CU Story

CUs are no longer under the radar in the media.

January 2, 2014

Paul Gentile’s tenure as CUNA’s executive vice president of strategic communications and engagement may have been short, but his impact on the association’s communications efforts will undoubtedly be long-term.

His proudest accomplishment during his year at CUNA: “Telling the great story of credit unions to the media,” says Gentile, who’ll succeed Dan Egan as president/CEO of the Massachusetts Credit Union League January 6.

Gentile recently discussed his accomplishments with Credit Union Magazine Editor Walt Laskos.

During his time at CUNA, Gentile helped launch a number of new national communication vehicles, including The Cheney Report and Inside Exchange.

Prior to joining CUNA, Gentile was president/CEO of the New Jersey Credit Union League.

“Credit unions have such a great story to tell,” he says. “We’ve been under the radar for a number of years, and I really think that’s changing. We can’t say that anymore. If you look at the mainstream press, we’re out there. Credit unions should embrace that, and the best way to do that is to tell their story in the local market.”

Another key to success: Doing the right thing for members all the time.

"People are frustrated with big business and with banks," Gentile says. "People are more values-based today: Going green, going lean, organic locally grown foods, and all that. We fit right in there. That’s who we are: Locally owned institutions that do good things for the community. More people want to join credit unions when they hear that great story."