"PR Stunt"

Say the words “PR stunt” and what comes to mind?

An attention-seeking young man jumping off a bridge?

A pair of writers smuggling a bomb past airport security?

A hodge-podge of ideas that help no one, except for the sole purpose of attracting media attention?

That’s what most people think of when they hear the words “publicity stunts.” That’s not, however, the type of publicity stunt we’re talking about here. Amateur, unprofessional “publicity” like that has no place in credit union marketing.

Having said that, there are PR stunts that are powerful tools for attracting the publicity you want. Selected and implemented correctly, a PR stunt benefits your credit union, the media and, most importantly, your members.

The key to a PR stunt that works is simple:

It looks like anything but a PR stunt.

Ideally, it shouldn’t even be done for the publicity of it, but for the sake of the initiative alone.

Remember when the flu vaccine shortage became known? At that time, $949 million Affinity Plus Federal Credit Union in St. Paul, Minn., provided cans of chicken soup and tissues to members. The result? Great PR.

The credit union declared that it will now have supplies of soup and tissues on hand for scheduled flu shot clinic days. President/CEO Kyle Markland, a CUES member, was quoted as saying, “…we received a flood of inquiries and interest in this simple, from-the-heart gesture.”

From the heart?

Please.

This is PR at its best, straight from the head of a creative genius. And simple? Absolutely. The best PR stunts are simple. More importantly, they don’t look like PR stunts on the surface, because they have value in and of themselves.

Take the chicken soup idea as an example. It sure looks like there’s some heart involved here, especially if (like most people) you’re not thinking like a PR hound. And therein lies the common denominator of all successful PR stunts: It’s more than just a stunt.

You can jump off a bridge, and you’ll get attention. But the only motive people will attribute to your efforts is that you were looking for PR. You can do something wild or unusual, and again, people will simply sigh and think, “Some people will do anything for attention.” And you know what? They’re right. A good PR person will go to great lengths for attention. But the key is to vie for the right kind of attention. They won’t do anything for attention; they’ll do something. Something very carefully planned out and thought about. Something that no one will call a PR stunt.

Here are eight “idea templates” to get you started:

1. Take a page from reality TV. Will members be open to a financial makeover? How about saving for a down payment for a home? Financing a used car?

2. Tie your PR into something seasonal and very visual. Editors are always looking for seasonal stories. But don’t stick with the typical; be creative. For example?

3. Do a case study on ID theft. Have people pretend to steal the identity of a made-up individual and follow the consequences for that imaginary person. What could he or she have done to prevent it?

4. Involve children. This makes for great photo opportunities. Think in terms of education: unique ways to educate children on financial topics (credit, debt, savings, investments) or games they can play that does the same thing. Think of a unique twist on a tour of your credit union.

5. Run a contest. Involve the community or all employees at your SEG. Make it fun, interesting, and provide prizes. Issue press releases at each stage of the game.

6. Plan a “stunt” for your annual meeting. Challenge members to _______________. (You fill in the blank!) Have a talent show. An international cooking contest. A masquerade. A public debate on a hot topic.

7. Give back to the community in an unusual way. Involve members in a community initiative that is anything but the norm. This can take shape as a charitable initiative that involves something other than money. Remember “Hands Across America”? Consider a similar fundraiser for your city (Hands Across Sacramento) or state (Hands Across Rhode Island).

8. Organize a very different type of fundraising event or idea. CEOs swimming in Jello or going to “jail” were cool ideas when they were first implemented, but are now completely overdone. Think outside the box and do something unique. The media will eat it up.

The ideas are endless. Let your imagination run wild! PR stunts can be fun, and they certainly have a place in credit union marketing. But if you’re looking for a low-key campaign, watch out: You never know how far a simple, unusual idea can go to bring you free—and sometimes immense—media exposure.