"Ask Doctor Debt" Continues to Help Consumers, Win Accolades

MINNEAPOLIS, MN – Ask Doctor Debt, the financial literacy initiative that has helped thousands of consumers seeking fast, free and friendly credit and debt solutions, has been honored as one of the United States’ best Public Relations campaigns of 2009.

Created by the ACA International Education Foundation, “Ask Doctor Debt” was named a finalist in the PR News Platinum PR Awards, beating out thousands of other corporate, association and PR agency entrants from around the U.S.

“The competition was fierce,” said Mary Lou French, the PR News Awards Coordinator. “To place as a finalist is a major accomplishment.”

“To be able to take the negative stereotypes about our industry and literally flip them on their head … I can’t put into words how gratifying this is for our members," said John Nemo, ACA International’s Public Relations Director. “We represent more than 3,500 debt collection agencies across the United States, and Ask Doctor Debt has been the most successful PR campaign in our association’s 70-year history. It’s led to 100 percent positive coverage, and most importantly it speaks for the everyday men and women in our industry that have a heart for helping consumers and working together to find solutions.”

“Ask Doctor Debt,” which uses a “Dear Abby”-type format to answer consumers’ credit and debt questions online, is among three finalists in the category for national PR campaigns done “On a Shoestring” budget. Nemo is the association’s lone PR employee.

“This is a tribute to the amazing members of ACA International,” Nemo said. “From the more than two dozen of them who did interviews all over the country to promote the Web site’s launch to the hundreds more who helped spread the word online and elsewhere, it was truly a team effort.”

Launched in April 2009, “Ask Doctor Debt” became an instant PR sensation, reaching more than 18 million viewers and garnering an estimated $865,000 in free publicity/advertising value during its first 60 days online. (Watch a video summary.)

National media coverage included spots on ABC News NOW, Fox Business Channel, ABC News Worldwide Radio and Fox News Channel, which subsequently made “Ask Doctor Debt” a regular Friday segment on its “Happening Now” program. In all, more than two dozen ACA International members did close to 80 different television and radio interviews all across the United States to help promote “Ask Doctor Debt” during the first two months of its campaign.

"I can’t say enough about how our members stepped up," Nemo said. "They were excited to have a chance to finally tell our side of the story, and I think the results speak for themselves."

In recognition of this achievement, each finalist will receive an award during the PR News Platinum Awards luncheon at the Grand Hyatt in New York City on October 21, 2009. A first place winner and then Honorable Mentions will be announced at that time. There will also be coverage of each finalist in PR News’ Platinum Awards special issue.

About ACA International
ACA International, the Association of Credit and Collection Professionals, is the comprehensive, knowledge–based resource for success in the credit and collection industry. Founded in 1939, ACA brings together more than 5,500 members worldwide, including third–party collection agencies, asset buyers, attorneys, creditors and vendor affiliates. The association establishes ethical standards, produces a wide variety of products, services and publications, and articulates the value of the credit and collection industry to businesses, policymakers and consumers.