June 2001

Molding the CPA Image: All It Takes Is Sound Advice

The primary focus of the New York State Society of CPAs’ website has always been meeting the professional needs of the organization’s membership. The Sound Advice section of the site, which is under the auspices of the NYSSCPA Public Relations Committee, is no different. Its approach, however, differs from that of the other sections: Whereas they provide news and other resources whose benefits to members are obvious and immediate, Sound Advice enriches the CPA profession by serving the general public.

The point of Sound Advice is to provide user-friendly resources, some of which are interactive, that address the financial (whether personal or career-related) concerns of those outside the public accounting field. Sound Advice has three subsections. The first, Ask an Expert, gives visitors an opportunity to post any accounting-related question online to be answered by Ernest Markezin, CPA, the Society’s assistant manager of peer review. Additionally, visitors may view or search for past questions and their corresponding responses.

The second subsection, Financial Planning, provides an income and expense worksheet, asset inventory form, sample business plan, interactive mortgage application checklist, and two self-surveys. These tools are designed to help participants make the right career choices and determine the state of their own finances or career path.

The third subsection, Sound Advice, provides a weekly column written by CPAs. The material, which is discussed in nontechnical terms, fits into one or more of six categories: estate planning, investment, personal finance, small business, tax, and miscellaneous. Visitors can search for columns in the Sound Advice archive by date or classification.

According to NYSSCPA Public Relations Committee member Bart L. Fooden, who has written some of the columns, Sound Advice’s influence on the CPA profession is twofold. On the one hand, the site generates business for CPAs.

“Sound Advice spurs questions that people then bring to their own CPAs, including ‘How does this apply to me?’ and ‘Is this something I can take advantage of?’” Fooden said.

But perhaps just as important for a profession that has been redefining itself and currently is grappling with the global business credential issue, Sound Advice conveys an image of the 21st century CPA that expands upon traditional perceptions of the profession.

“Many of the recent Sound Advice columns have focused on financial planning issues—an area that has conventionally been perceived as being outside the realm of CPA offerings,” Fooden said. “Sound Advice lets the public know that CPAs are not only able providers of these services, but also perform them as well as or better than non-CPA practitioners do. Such awareness will help CPAs increase the number of services they provide to the public while changing the traditional image of CPAs.”

To access the Sound Advice section, visitors should go to the Society’s homepage at www.nysscpa.org and then click on Sound Advice.