PODCAST: Big, bold ideas

Rock Star Toni Nichols highlights Texas Trust Credit Union’s work on behalf of members.

October 19, 2023

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.

This episode of the CUNA News Podcast features a conversation with Nichols, a 2023 Credit Union Rock Star.

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.

You can listen to the CUNA News Podcast in Apple’s iTunes Store, Google Podcasts, Pandora Podcasts, Spotify, and YouTube.

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