WASHINGTON: The National Association of Retail Collection Attorneys (NARCA) launched a campaign in March, developed by Waggener Edstrom (WE), to show that members act responsibly in their efforts to collect debt.
Research prior to the launch showed the public had no awareness of NARCA, yet generally believed that businesses were entitled to collect debt provided if done in an ethical manner,according to NARCA president Bob Markoff. The campaign, including outreach to media and influential third-party groups emphasizes consumer rights.
"We employ hundreds of thousands of people, but most of the stories you hear about debt collection are about rogue collectors," Markoff said. "That steals the media's attention generally."
NARCA has met with members of Congress, the Council of Better Business Bureaus, and the National Association of Attorney Generals. WE will also help redesign NARCA's Web site.
Seeking to establish an identity separate from another organization - ACA International, (formerly the American Collectors Association), NARCA hired WE last year as its first-ever AOR under a six-figure deal, Markoff said. The RFP drew a dozen agencies that were narrowed down to three undisclosed finalists, he said.