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. 

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.