The Five Percent Solution

Working With the Media Can Be Good Publicity for Your Practice

By Lois Whitehead

Tax season is the busiest time of year for many CPAs, but it is also an important time for tax specialists to make an investment in publicity.

CPAs can add to the growth of their practices and gain credibility with existing clients if they invest 5 percent of each day in generating publicity. There is nothing more impressive to a prospective or existing client than seeing their firm quoted in the local newspaper or listening as the local radio or television station interviews their CPA.

As practices try to garner the media’s attention, they should be familiar with the local reporters, aware of the issues that are being covered and mindful of how they can be of benefit to that coverage, providing the press with useful and interesting information. They should also remember that the media likes to deal directly with specialists in their geographic area.

In the following excerpts, nationally known tax reporters David Cay Johnston of The New York Times and Tom Herman of The Wall Street Journal discuss some of the different news aspects that catch their attention and make for a good interview.

There are experts galore; real experts have something new to say. That someone was named a partner or won a case no one has paid attention to…or knows how to save on taxes by such time-worn tactics as accelerating deductions into this year and delaying income into next year is not news.—Johnston

I am looking mainly for interesting tax news, advice, statistics and commentary for individuals. This would include new laws, IRS rulings, court cases and any other news that might be of interest to taxpayers.—Herman

The New York State Society of CPAs can help members receive media exposure. If you are interested in being interviewed as a tax specialist by a reporter in your area, e-mail me at lwhitehead@nysscpa.org and include a summary of your professional experience. Please include your title, company, education, professional associations and areas of expertise. Note any experience you have working with the media, especially if you have had on-camera experience. If you have any questions concerning your background information, you can also reach me at (212) 719-8405.

This is the first in a series of Trusted Professional columns that will focus on building media relationships and getting exposure for your practice. Next month, Society members who have established a good relationship with the media will share some of their experiences in working with the press. In the meantime, remember the 5 percent rule to successful publicity.