Just try getting someone at Tampa’s Suncoast Schools Federal Credit Union to agree with P.T. Barnum’s assertion that all publicity is good publicity. They’ve been in the news twice in the last three weeks, but the news is hardly a marketer’s dream.

The first splash was a little one about their having to issue some new debit cards because the credit union discovered they—along with about a million other financial institutions–were caught up in the Heartland Payment Systems data breach,

But today’s news is big and ugly–the kind of news to make a CEO want to get stinkin’ drunk and punch Barnum in the mouth … after punching branch manager and pastor Donnell Dewitt Williams, that is.

Williams was arrested yesterday on charges of grand theft, identity theft and money laundering. He’s accused of making $400,000 in fraudulent loans to his family, friends and congregation members, and taking more than $50,000 for his trouble, according to Hillsborough County Sheriff’s Office.

Three congregates of the House of Praise Church of God in Christ where Williams preaches were also arrested for their part in the scam. Kenta Rashawn Fabian, 23, Larry Grace, 38, and Erick Rashad Barr, 31, are accused of recruiting other parishioners to take out loans at the credit union and have been charged with identity theft and third degree grand theft.