Great Publicity Opportunities Await You

By Sanjay Paranandi, Public Relations Specialist

Corporate accountability fiascoes have put the spotlight on the accounting profession, creating many opportunities for members of the New York State Society of CPAs to shine in the press and elucidate the value of the CPA to the public. NYSSCPA members can use their extensive knowledge of everything from audits to financial planning to give the public a clearer vision of what the CPA credential represents.

That kind of publicity would be invaluable to any organization, but to be effective, you should give careful thought to your presentation before stepping into the media’s view.

To begin with, it is a good idea to create talking points prior to any interview with a newspaper or broadcast journalist. Talking points should be presented to the reporter or producer before the interview to help direct questions toward the overall message you want to stress to an audience.

Radio stations can be effective publicity channels, especially because radio interviews often are repeated throughout the day, providing multiple opportunities for connecting with an audience. Contact the producer or news director at your local radio station by telephone or e-mail, offering them a topic you wish to address, and including your qualifications, areas of expertise and your contact information.

Local daily and weekly newspapers offer terrific publicity opportunities, too. A quote in the newspaper that helps readers to quickly grasp important facts of a particular financial issue will put your name in print, but also could keep a reporter coming back to you for more salient quotes.

Publicity and visibility can bolster your company profile and help to elevate your client and prospect levels. One story that refers to you or your company results in free publicity worth thousands of dollars in advertisements. Authoring a letter to the editor expresses your opinion and can be a good way to start working with a paper and create possible story ideas for the future.

Cable stations provide a special avenue to introduce you to local residents. They offer niche shows that specialize in financial areas where your expertise can be best utilized.

If you would like help in making initial contacts with your local media or if you have questions in developing topics for an impending interview, contact Sanjay Paranandi at (212) 719-8364 or sparanandi@nysscpa.org.