One undeniable truth is that public relations and CPA firms make a good team. Unfortunately, PR doesn’t always get the credit it deserves and can largely go ignored by tax and accounting professionals. The general perception is that PR doesn’t benefit firms—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 offer firms 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. This couldn’t be further from the truth. In fact, a solid PR program is part art, part science. The artistic aspect is accomplished through creative initiatives. Beyond press releases, firms have the opportunity to implement innovative client communication programs that create a two-way flow of information and keep clients in close contact. For example, e-newsletters and customized e-mail campaigns that are chock full of helpful tips and information are excellent tools to keep clients informed.

The science of effective public relations is represented by the process itself—the structured plan of how to get the word out. That’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 using personalized communications, the Great PR Opportunity 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 firm.

1. Prime the Referral Gold Mine
The tax and accounting profession is largely referral-based, meaning that your existing clients represent a referral gold mine. It goes without saying that happy, satisfied clients are more likely to refer your services, and one of the best tactics for ensuring satisfaction is to make clients feel connected to you. Implementing scheduled client communication initiatives reinforces the relationship, because it consistently puts you in front of your clients. Communications that provide useful information, like tips on running a successful business or reminders of important deadlines, will further enhance the relationship and build loyalty among your client base. 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. Web 2.0 technologies offer an array of powerful tools to get the word out. Consider starting a web log (i.e., blog) on your website—providing clients with a variety of helpful information and links that they can access daily. Follow up high-level e-mails with invitations to view or listen to detailed podcasts, where you are the subject expert. Podcasts not only conveniently deliver information online, but also put your face (or voice) in front of your clients, creating intimacy and a deeper feeling of connection to you and your firm. These technologies are simple to develop, but will make you look tech-savvy to your clients.

3. Enhance Credibility, not Just Visibility – Get Your Story to the Media
While advertising increases name recognition, media 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.

Unlike advertising that promotes presence, media coverage offers credibility. Even better, coverage in a leading publication has a much longer effect than almost any other marketing effort…and it’s free!

4. Press Releases—Still the Foundation of Your PR Program
Because media coverage promotes credibility, never give up on trying to secure coverage. That means consistently developing and launching press releases and posting them on your website – effectively offering a history of your accomplishments.

In a constantly changing profession like tax and accounting, there’s 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/facilities, involvement in local events or charities, scholarships created and awarded, staff promotions, joint ventures, published white papers, and expert 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.

5. 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 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 – and to you.

There are numerous opportunities for tax and accounting firms to improve their visibility, enhance credibility, and attract new clients – all of which add up to solid growth and increased profitability. A dedicated public relations program can accomplish all of these things. The Great PR Opportunity is real, and the most successful tax and accounting firms are taking full advantage of it.

About the Author
Kristy Short is the owner of SAS Communications 360, LLC, a public relations and marketing communications firm exclusively serving the tax and accounting profession. Contact her at kristy@sascommunications360.com.

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