September 2002

Things to Remember When the Spotlight Is on You

By Lois Whitehead, Public Relations Manager

The fall is fast approaching, and with it the opportunity to speak before local community groups. The coming season is a prime time to make an appearance before chambers of commerce, Rotary Clubs, school groups and other organizations. You have a lot to talk about in addressing the role of the CPA in the wake of recent corporate scandals that have plagued investor confidence. (See the “Sound Advice” section on the New York State Society of CPAs website.)

When preparing your remarks, build sound bites. Be articulate in less than 100 words (40 to 60 is best) on every point you want to make. You’ll need a core message, supported by clear major points with relevant details. Your first few words in each case are critical.

A 10-minute talk is 1,600 to 1,800 words. Tape yourself. See what you haven’t said. You don’t prepare a talk, you prepare yourself for a talk. The spoken word reveals presence, energy, interest, conviction; these are lost on paper. An outline will keep you on track. Involve the audience as much as possible.

Humor can add a lot to your speech but it must fit your topic. Use humor when it is appropriate to your message; go for laughs that naturally grow out of your content. Avoid old, tired jokes that everyone has heard before.

Having a flyer prepared to distribute after your speech is a good idea, especially if you are looking for new members to join your local New York State Society of CPAs chapter.

Remember to invite your audience to visit the Society’s website. It is updated daily with current news and important information about educational programs.

Equally important to your schedule of speaking engagements are those events that your chapter has organized. If you are responsible for arranging speakers to make presentations to your local chapter, remember such events are an opportunity to invite the media to attend. A personal call is best in making the invitation. Media attention at such events will help disseminate the message to the public of what the CPA credential really means.

Whether you are speaking before a group or helping to schedule an event at your chapter, a press release should be distributed by your chapter’s public relations coordinator. If there any questions about writing and distributing this release, please contact me at (212) 719-8405 or lwhitehead@nysscpa.org.

Community Relations

As a reminder, many nonprofit organizations need the assistance of a CPA but do not have the budget to hire one. Contributing pro bono service adds to your reputation in the community, and building good community relations is another form of valuable professional networking. Regular assistance to the nonprofit also could lead to additional publicity for your practice.