What do local TV stations and newspapers, national business and finance magazines, websites like CNN Money and Yahoo Finance, and trade outlets like the CPA Practice Advisor and Accounting Today all have in common? They regularly seek out NYSSCPA members to serve as experts for their stories. In the past year, there have been hundreds of media opportunities for CPAs just like you to deliver the Society’s and profession’s message about tax planning, the Affordable Care Act, tax inversions, DOMA, audit quality, non-profit governance and estate planning, among other topics. But do you know how to distinguish between the topic matter and the topic message?