Tax Season Increases Profession's Visibility

By Lillie Balinova

Tax season offers CPAs an opportunity to increase their visibility and enhance their image through media and public service programs. This year, NYSSCPA members once again took time out of their busy schedules to assist in the profession's publicity efforts.

The Society's public relations department connected reporters throughout the state with many CPA sources--including members who responded to an earlier request in The Trusted Professional for volunteers--on a wide array of tax issues. These efforts strengthen relations with the media and can broaden reporters' views and, in turn, the public's perception of the profession.

"We want the public to know we do more than just prepare taxes," said Bob Eckhardt (Suffolk), chair of the Society's General Committee on Public Relations. "Hopefully these media opportunities form relationships that will allow the public to understand all the benefits that a CPA can deliver."

From print to broadcast, national and local media outlets, members discussed everything from recent tax law changes to electronic filing to advice on cutting tax bills. Results included placements in The Wall Street Journal, The New York Times, and The Capital District Review, and on Bloomberg TV, CNN, and CNN International, as well as in numerous other newspapers and magazines, and on television and radio stations across the state. See the Members in the News column below for additional details.

Newspaper Call-in Programs

NYSSCPA members answered tax questions on telephone call-in public service programs sponsored by newspapers including The Journal News, a Gannett publication syndicated throughout Westchester and Rockland counties, The New York Daily News, The Post Standard (Syracuse), and The Press & Sun-Bulletin (Southern Tier). The Society's offer of members as CPA sources encouraged the latter two newspapers to sponsor the events for the first time. Members answered 92 tax-related questions at the Press & Sun-Bulletin event, while the Post Standard hotline resulted in 180 phone calls.

"It was a smashing success," Post Standard business writer Lillian Pfohl said. "This was the best group we've ever worked with."

The other newspapers also reported positive results, with the Daily News event bringing in more than 1,000 calls.

"We received a wide variety of questions, and I got to discuss issues I don't often see in my practice," said Daily News participant Ginger Broderick. "Not only was I able to help people, but I also received three requests for my phone number from potential clients."

Radio PSAs

The NYSSCPA once again produced and distributed public service announcements to 200 radio stations statewide. The PSAs offered tips on Roth IRAs, alternative minimum tax, the child tax credit, and charity donations. Results totaled more than 1,700 broadcasts that reached a potential audience of close to 1.4 million.

The growing liaison between members, reporters, and the public helps position the Society, and the profession in general, as an educational source for financial and business issues. By targeting all corners of the media market, these efforts reach diverse audiences locally, nationally, and around the world.