As public relations manager at $2 billion asset Texas Trust Credit Union in Arlington, Texas, Toni Nichols loves highlighting the work the credit union does on behalf of members through storytelling, social media, and creative campaigns that ingrain Texas Trust into people’s consciousness.
Case in point: a credit union space within a 6,000-seat theater that looks like a record shop, complete with credit union-themed t-shirts, album covers, posters, and a jukebox.
Named Vought Records after the credit union’s original sponsor, Vought Aircraft Corp., the venue doesn’t conduct transactions, but it leaves a strong impression on consumers who’ll eventually need financial services.
She shares how Vought Records came about, her approach to public relations, how she comes up with new ideas, advice for aspiring PR leaders, and more.
In this episode:
1:25: Toni’s background
3:17: Her approach to public relations
4:21: The components of good and bad PR
5:44: A PR mistake and what it taught her
7:11: Developing new ideas
7:48: Vought Records
10:57: BOA meme campaign
12:08: COVID response
14:44: Lessons in crisis communications
15:32: Advice for aspiring PR leaders
16:30: Favorite social media platforms
17:31: Wheel of Fortune
19:33: One thing people don’t know about Toni
20:28: Closing thoughts