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| November 2004 | The
Monthly Newspaper of the NYSSCPA |
Vol.
7, No.14 |
The Message Keepers
Public Relations Liaisons Central to Chapter’s Image
By Karen Abrams, Public Relations Specialist
Every year, the Society’s 17 chapters take part in a number of activities and events that are carried out solely for the benefit of others, from taxpayers in need of financial guidance to charitable organizations. Because of the important services they provide, chapters appoint public relations liaisons to draw attention to the work they perform and to help make certain that communities understand the valuable and influential role that the chapter can play on their behalf.
To help communicate this message, Rosemarie Barnickel, a former Staten Island Chapter officer and the chapter public relations liaison for the past five years, has developed a close working relationship with the business writers of the Staten Island Advance, the New York City borough’s daily newspaper.
“The general public enjoys reading about how organizations raise money for their favorite charities, which also enhances the image of the CPA,” Barnickel says.
Barnickel added that she makes a concerted effort to emphasize that the chapter is a group of licensed CPAs and always uses the entire name of the state Society, to help let the public know exactly which organization is involved.
Ed Arcara, the Buffalo Chapter’s public relations liaison for the third year running, also believes in the importance of getting the chapter’s name and work out to the public, highlighting the volunteer efforts of the members. These members, for example, have given their time and expertise to assist Buffalo through a very difficult economic period. The chapter’s young CPAs also regularly participate in charitable and community events such as the “Taste of Buffalo,” supervising ticket sales, processing receipts and providing other support to the organizers of one of the largest food festivals in the country.
While publicizing the chapter’s contributions, Diana Aliffi, the Nassau Chapter public relations liaison, also acts for the greater good of CPAs, helping to foster critical relationships with local legislators who decide matters of significant consequence to the profession.
“My dual role enables me to effectively portray the ethical core of certified public accountants and be part of a forum for professionals networking with current legislators who address and resolve many community issues in addition to tax, law and accounting standards,” Aliffi said.
If you are interested in becoming a public relations liaison for your chapter, contact Lois Whitehead, Public Relations Manager, at 212-719-8405 or lwhitehead@nysscpa.org.
Turning Chapter Events into Media Events
Frequently, chapters hold events in which a number of organizations, individuals and the community are asked to come together for a specific cause or purpose. When these media opportunities present themselves, chapters should make every effort to publicize their work, not only to bring well-deserved recognition to the chapter but also to get other groups and professionals involved.
In September, the Nassau Chapter held another hugely successful five-kilometer benefit run and walk in which approximately 120 runners and walkers participated. Through its CPAs for a Cause program, an initiative that the chapter developed two years ago to assist community-based organizations, the annual event this year benefited Island Harvest, a food rescue organization that distributes food to those in need in the Long Island communities. Partly as a result of the chapter’s publicity efforts, several local dignitaries got involved, including state Sen. Dean Skelos and Hempstead Town Supervisor Kate Murray. Additionally, WBAB Radio attended and reported on the run/walk, News Channel 12 contributed event paraphernalia, and media liaisons for the town of Hempstead took photographs of the event.
If your chapter is planning a tax conference, networking event, educational seminar or charitable function that would be of interest or benefit to others, consider spreading the word. As demonstrated with the Nassau Chapter, even limited publicity can lead to a more meaningful event and can raise valuable public awareness of the chapter.
The Society’s public relations department is ready to help your chapter promote these events and receive the recognition it deserves.
