Among the many challenges facing credit union executives and board members this year, we were especially curious about the public relations issues that weigh most heavily on their minds.

To find out, we spoke confidentially with several credit union leaders, gathering anecdotal insights about their top PR concerns. The responses were thoughtful and wide-ranging—from persistent cybersecurity threats to mounting regulatory scrutiny. Yet, no single issue stood out as the dominant PR problem of 2025. Instead, what emerged was a broad mix of potential crises.

So where do you turn when you’re searching for fast—really fast—answers? Naturally, we asked AI. We typed into ChatGPT: “What are the biggest public relations issues facing credit unions in 2025?” In just 2.3 seconds, we had a comprehensive list of challenges that could threaten a credit union’s reputation, member trust, and growth.

The issues were valid, but the solutions? Not so much. That’s where human insights and actions still matter, especially the kind offered by seasoned public relations professionals. Here’s a list of the top PR issues facing credit unions now, the reason for the challenges and the solutions.

THE PR ISSUE: Despite advancements, many consumers still perceive credit unions as being behind banks in terms of digital services, mobile apps, AI integration, and online banking.

THE CHALLENGE: Clearly and unabashedly communicating technology parity or superiority while highlighting the personalized service credit unions offer.

THE SOLUTION: Develop a targeted campaign that offers testimonials and showcase successful fintech partnerships or tech upgrades through fintech partnerships or technology, mobile banking upgrades.

THE PR ISSUE: There is growing political and industry scrutiny over credit unions’ federal tax-exempt status, particularly for large and business-focused CUs. The volume is rising from opposition, but credit unions haven’t done enough to assuage the concerns.

THE CHALLENGE: Credit unions need to clarify and justify the tax status to policymakers, the public and the opposition.

THE SOLUTION: Clarity. Clarity. Clarity. Credit union leaders must further highlight and clarify their community investment, member education and the underserved outreach through designated campaigns to reinforce mission-driven status.

THE PR ISSUE: As credit unions grow geographically and financially, some critics argue they’re becoming too similar to traditional banks (“If it acts looks like a bank and acts like a bank, it’s a bank!”), especially the largest ones (e.g., Navy Federal, State Employees).

THE CHALLENGE: A not-for-profit shouldn’t grow or show a profit, right? Wrong. Credit unions are constantly challenged with balancing growth with cooperative and advancing a member-first image.

THE SOLUTION: Credit unions would be well-served to underscore their community engagement, member dividends, authentic member services and democratic governance in communications.

THE PR ISSUE: The rise in cyber attacks and data breaches (especially with increasing digital adoption) place both staff and member data at risk. If an attack is not handled well, the credit union’s reputation is also at risk.

THE CHALLENGE: In the event of an attack, credit unions are immediately challenged reputationally on how they addressed and resolved the attack.

THE SOLUTION: Be prepared. Having a crisis communications plan, training and security practices, and member protection in place BEFORE a cyber incident builds trust.

THE PR ISSUE: Increased expansion efforts and field-of-membership changes may lead to accusations of straying from serving communities.

THE CHALLENGE: Rationalizing the credit union’s expansion without appearing to be profit-driven.

THE SOLUTION: Demonstrate through smart, ongoing campaigns via media and social media posts that the credit union’s growth is a way to serve more underserved or financially vulnerable populations. Produce videos with member testimonials of those who have benefited.

THE PR ISSUE: The recent public expectations for financial institutions to authentically engage in DEI efforts have increased or are under high scrutiny.

THE CHALLENGE: Credit unions must decided to what degree their DEI efforts need to be promoted or minimized to avoid backlash.

THE SOLUTION: Stories and more stories. Credit unions need to share impact stories, partnerships and internal DEI metrics to build credibility and showcase success.

THE PR ISSUE: Increased demand from younger credit union members for environmentally and socially responsible business practices.

THE CHALLENGE: Social media and digital campaigns to demonstrate meaningful ESG initiatives, not just “greenwashing.”

THE SOLUTION: A credit union this is all-in on ESG must tout its stories of sustainable lending, community reinvesting and impactful environmental initiatives.

Any imminent PR challenge can be met with a counter-strange campaign that is clear, authentic and impactful. Conversely, not responding will leave a credit union’s audience with no other choice but to hear from only one side. That’s not good PR.