EXHIBIT 99.1 PRESS RELEASE ISSUED MAY 17, 2004


FOR IMMEDIATE RELEASE
MAY 17, 2004

                                  PRESS RELEASE

           1. Citizens Financial Announces First Quarter 2004 Results


LOUISVILLE,  KY-- May, 17 2004 -- Citizens Financial  Corporation  (NASDAQ-CNFL)
Friday  reported a net loss in the  quarter  ended March 31, 2004 of $110,000 or
$0.07 per share,  compared  to a net loss of  $333,000 or $0.20 per share in the
first quarter of 2003. Premium income decreased 21% to $7,073,000 from the first
quarter of 2003 while total revenues  decreased 11%.  Investment  income for the
quarter  was up 18% from the  first  quarter  of 2003.  For  2004,  the  Company
realized pre-tax investment  portfolio gains of $228,000 and a pre-tax loss from
operations of $374,000, compared to realized investment losses of $276,000 and a
pre-tax  loss  from  operations  of  $130,000  for the  first  quarter  of 2003.
Shareholders'  equity  increased  6% during  the  quarter to  $22,100,000,  with
unrealized after-tax investment gains of approximately $1,372,000.

The increase in the pre-tax loss from operations is principally due to declining
premiums and  increased  mortality  rates,  partially  offset by  increased  net
investment income and a decrease in general expenses. Premiums for the Company's
Preneed products declined $1,978,000 or 53% while Preneed death claims decreased
only $11,000.  General expenses were down 3% during 2004 compared to 2003, while
net investment income was up 18%.

Detailed financial information is available in the Company's Quarterly Report on
Form 10-Q for the quarter filed with the Securities and Exchange Commission.

Certain statements made herein are forward-looking  statements under the Private
Securities Litigation Reform Act of 1995. These statements involve uncertainties
and are based on management's current expectations.  For a discussion of factors
that  could  cause  actual  results  to  differ  from  those  described  in  the
forward-looking statements, and a detailed discussion of the Company's insurance
operations,  asset  quality,  capital  adequacy,  debt,  liquidity  and  factors
affecting  future  performance,  see the Company's Form 10-Q for the quarter and
Form 10-K for 2003  which  have been  filed  with the  Securities  and  Exchange
Commission and can be accessed at

                          www.citizensfinancialcorp.com

Citizens  Financial is the  Louisville-based  parent of Citizens  Security  Life
Insurance Company.

                        For further information contact:
                                Len E. Schweitzer
                           Vice President & Treasurer
                                 (502) 244-2420

                                                         Continued next page ...


Citizens Financial Corporation
Results in tabular form:





                                                                   Quarter ended March 31
                                              ------------------------------ ---- -----------------------------
                                                          2004                                2003
                                              ------------------------------      -----------------------------
                                                                            
Revenues                                      $         8,971,000                 $        10,131,000
Net Income (Loss) applicable
   to Common Stock                            $          (110,000)                $          (333,000)
Net Income (Loss) Per Share:                  $             (0.07)                $             (0.20)





                                                              Selected Financial Position Data

                                              ------------------------------ ---- -----------------------------
                                                          2004                                2003
                                              ------------------------------      -----------------------------
                                                                            
Total Assets                                  $       160,493,000                 $      149,365,000
Notes Payable                                 $         6,804,000                 $        7,121,000
Shareholders' Equity                          $        22,100,000                 $       17,835,000
Shareholders' Equity per share                $             13.11                 $            10.58