The Great PR Opportunity
Tips and truths about public relations and accounting ;rms
BY KRISTY SHORT
One undeniable truth is that public relations and CPA ;rms make a good team. Unfortunately, PR
doesn’t always get the credit it deserves and can largely go ignored by tax and accounting profes-
sionals. The general perception is that PR doesn’t bene;t ;rms — at least in a measurable way
(i.e., ROI). As such, it’s labeled as a “nice to have,” rather than a “need to have.”
In reality, a sound public relations program
has the power to significantly boost client
referrals, and that translates to higher revenue. So in this dollars-and-cents profession,
it makes sense to integrate public relations
into your business model. Bottom line, public
relations, planned properly, can o;er ;rms of
any size enormous bang for the buck.
One of the biggest misconceptions of public relations is that it is limited to sending out
press releases. ;is couldn’t be farther from
the truth. In fact, a solid PR program is part
art, part science.
;e artistic aspect is accomplished through
creative initiatives. Beyond press releases,
firms have the opportunity to implement
innovative client communication programs
and events that create a two-way ;ow of information and keep clients in close contact — for
example, free onsite education events that
include food and drink. I knew a CPA who
hosted a client-appreciation barbecue four
times a year, during which clients could seek
advice and have questions answered. Clients
also walked away with a free bottle of Tennessee-style barbecue sauce and a handsome
share of wet naps. Other ;rms host free educational webinars, send out birthday cards,
and launch other innovative PR-related functions that provide a positive forum to interact
with clients.
;e science of e;ective public relations is
represented by the process itself — the structured plan of how to get the word out. ;at’s
where a sound PR program comes into play.
When the right balance is created between
the art and the science, the results can be
very rewarding.
From increasing credibility and visibility
via media coverage to cultivating enduring
client loyalty through personalized events
and communications, the Great PR Oppor-
tunity is up for grabs. Even if you are not yet
convinced, just consider a few more truths
and tips about public relations for the tax and
accounting professional and how they might
apply to your ;rm.
4. Become a voice in the profession and
your local community. You and others in
your ;rm are experts on one or more subjects.
Share your knowledge with others by authoring by-lined articles or white papers for local and trade media. Building your “voice”
as a content expert will increase credibility
and support a strong brand image. And as a
bonus, when you share information that is
helpful to others, they can’t help but like you
even more.
5. Press releases — still the foundation of
your PR program. Because media coverage
promotes credibility, never give up on trying
to secure coverage. ;at means consistently
developing and launching press
releases and posting
them on your Web site
— e;ectively o;ering
a history of your accomplishments.
In a constantly
changing profession like tax and
accounting, there
is always a story
to share. In fact,
the possibilities for
media-worthy releases are virtually
endless. Here are just a few examples: announcing newly acquired clients, industry
awards received, expansion of business/fa-cilities, involvement in local events or charities, scholarships created and awarded, sta;
promotions, joint ventures, published white
papers, and speaking engagements. Remember, to get the media’s attention, you have to
consistently put yourself in front of them.
Press releases are a tried-and-true public
relations tool.
6. Your Web site is a great PR tool. Your
Web site provides the perfect home base for
your clients and the media. The more frequently clients are directed back to your Web
site, the stronger the connection. And media
professionals will appreciate the shortcut to
your information. So when planning public
relations activities, don’t forget about your
Web site. Embed dynamic links in client communications and press releases that direct
your audience back to your site.
There are numerous opportunities for
tax and accounting ;rms to improve their
visibility, enhance their credibility, and attract new clients — all of which add up to
solid growth and increased pro;tability. A
dedicated public relations program can accomplish all of these things. ;e Great PR
Opportunity is real, and the most successful tax and accounting ;rms are taking full
advantage of it. AT
powerful tools
to get the word
out. Social media tools provide a platform
for broad communication
deployment …
and make you
look tech-savvy. Send out invites to client events
through Facebook and follow
up with reminders on Twitter. Your clients will dig it!
3. Enhance credibility, not just visibility
— get your story to the media. While advertising increases name recognition, media
I knew a CPA who
hosted a client-appreciation
barbecue. Clients walked
away with a free bottle of
Tennessee-style barbecue
sauce and a handsome
share of wet naps.
Kristy Short, Ed.D, is president of SAS
Communications 360 ( www.sascommunica-
tions360.com), and a professor of English
and marketing at University of Phoenix
and Cleary University. Reach her at
kristy@sascommunications360.com.
client base. Events and communications that
provide useful information (and are fun) will
further enhance the relationship and build
loyalty. And loyal clients are your best source
for referrals.
2. Get techy — your clients will love it.
How you communicate with clients and
the general public should not be limited to
e-mails and printed pieces. Advanced and
highly popular technologies o;er an array of
relations increases credibility. When people
read a positive article about an organization
in a newspaper or trade publication, they are
much more likely to have a favorable opinion
of that organization.
