PR insight: 10 tips for getting unpaid coverage.

I was recently asked to by Credit Union Executive Society (CUES) to be a guest PR Insights columnist. You might be getting sick of all this Young & Free talk, but here is some more!

How do you garner significant unpaid media attention for your credit union? Create a compelling good news story with multiple chapters.

Here's how our marketing agency worked with $1.6 billion (U.S.) Common Wealth Credit Union, Lloydminster, Alberta, to create sustained media interest that has resulted in incredible unpaid coverage for the launch of a free checking account. While free checking accounts in the U.S. are commonplace, that isn't yet the case in Canada.

Common Wealth CU approached us with a simple brief, "We want to launch a free checking account for the under-25 group and connect with the youth market in Northern Alberta."

Our solution was to name the new product Young & Free and create a fully integrated marketing campaign, combined with a spokesperson search to find the voice of Alberta's under-25 crowd. The campaign comes to life on a dedicated microsite at www.YoungFreeAlberta.com. Public relations has played a significant role in the success of this initiative...

+ Read the rest on the CUES website

+ View all of the media coverage on the program

Tim