When their future was threatened by a U.S. Supreme Court ruling, credit unions turned to PR to garner public sentiment and positive media coverage. The grassroots effort,
coupled with intense lobbying, led to a big win for the unions.
The Court ruled that credit unions could no longer expand their memberships beyond their existing members. Pending legislation, H.R. 1151, "The Credit Union Membership Access
Act," allowed credit unions to continue to expand their membership. But it was in jeopardy.
The Plan
Nationwide organizations like the Credit Union National Association (CUNA) initiated a state-level campaign to raise the public's awareness on the dangers of having only banks
to go to for loans and such. Armed with public sentiment, the credit unions could appeal to local lawmakers who could, in turn, influence their national constituents and increase
the chances of H.R. 1151 getting passed.
New York had a monumental task because a large number of its delegation sat on the various committees that dealt with the bill. The state's local credit union, the New York
State Credit Union League (NYSCUL), hired PR firm Sawchuk, Brown Associates because of its experience government affairs.
Heavy Odds
One group that would profit from the defeat of H.R. 1151 was the banking industry.
"The banks outspent us eight-to-one trying to kill the bill," says Amy Colodny, VP for government affairs/association services for NYSCUL. "Our budget was nearly a million for
everything and theirs ran between eight and nine."
Sawchuk's piece of the million dollar pie was under $200,000, which went to educating the public and contacting the press. But it was little match for the money and the power
of the banks.
"One paper ran a story in favor of us and I called the editor to see is she wanted to do a follow-up," says Jonathan Pierce, APR and VP of public affairs for Sawchuk, Brown
Associates. "She told me the banks had pulled all their advertising because of the story."
Fiscal coercion wasn't the only issue stopping papers from printing Pierce's stories. The subject matter was too complex, making it a chore for editors to feed their readers
easily digestible soundbites. Also, making matters worse, few reporters were familiar with the issue prior to Sawchuk, Brown's efforts.
"Some reporters thought the issue surrounding the credit union was that it was on strike," says Pierce.
Minute Men
The strength of the NYSCUL lay with its members. Pierce and Colodny traveled from Buffalo to Brooklyn, visiting members and cultivating union spokespersons, who were put
through media training by Sawchuk.
Attendees were thoroughly educated about the most effective ways to work with the media. They also were taught key message points, like choice. If H.R. 1511 did not pass,
consumers would have fewer options in choosing what type of financial institution they wished to work with.
If the campaign shifted focus spokespeople were kept abreast of the changes through blast-faxed memos containing crucial information and message points that could be used in
interviews with the media.
Pierce only targeted the local press, knowing U.S. congressmen kept in touch with the opinions of their constituency by reading hometown papers.
Stickin' It to the Man
With members now speaking eloquently into the camera, Pierce and Colodny focused on confronting congressional leaders and getting them to change their minds about the bill.
"We would find out what events key congressmen were attending and would make sure credit union people there to greet them, saying they wanted him to vote yes on H.R. 1151,"
says Pierce.
But credit union members showing up at political soirées and expressing themselves was only one part of gaining congressional attention. Sawchuk's workers energized a good part
of New York's 3.4 million credit union members into contacting their legislators and inundate their offices with calls, cards, faxes and petition signatures.
"When the bill was being marked up in the Senate Banking Committee, so many people called there it clogged up their lines and forced them to turn off their phones," says
Pierce.
Judgment Day
At a Washington rally just before the U.S. Senate voted on H.R. 1151, Sen. Al D'Amato told thousands of cheering credit union supporters, "We have heard you in our hallways. We
have gotten your mail, your emails, your cards and phone calls. Your message has been heard, and we will win this fight."
In the fall of '98 when the final votes were taken, 411 House members (including all but one New York representative) and 92 senators (including both New York senators) voted
for H.R. 1151. In fact, the New York delegation on both sides of the House ended up being among the most influential in the final shaping and passage of the bill. (Colodny,
518/437-8240; Pierce, 518/462-0318.)
Ensuring Support and A Consistent Message
Before Sawchuk, Brown Associates came on the scene, credit union members were being inundated with call-to-action memos from the national unions. This frustrated members to the
point of becoming removed from the cause. Jonathan Pierce, APR and VP of public affairs for Sawchuk, combated the issue by stopping all communicationbetween the national unions
and its members. He then mailed out monthly action kits to each of the more than 700 New York state credit unions. These kits spelled out in weekly "doable chunks" what credit
union presidents and directors could do to draw attention to the issue and sway opinion in their communities.
Some of the agenda in September's kit was:
- Sept. 1-7: Designate a campaign coordinator.
- Sept. 9-14: Conduct and document follow-up calls with sponsor organizations.
- Sept. 15-22: Continue follow-up calls on resolutions of support and let the campaign know how things are going.
- Sept. 22-30: If your credit union has an exterior sign that is visible from the street, put a message of thanks to your supporting congressional delegate for the remainder of
the month.
Sawchuk, Brown Associates
HQ: Albany, NY
Founded: 1979
Gross Billings: $2.1 million
Public Affairs Billings: $500,000
Staff: 31
Public Affairs Staff: 5