PR is about reputation—building a positive presence in the media, amplifying your unique value for clients, and protecting your firm’s image in times of crisis.
For accounting firms, PR can elevate your expertise, position your leaders as thought leaders, and build trust in your services. PR professionals are skilled at identifying key messages within your practice, knowing whom to pitch to and timing it right, and helping you navigate responses in high-stakes situations. Whether promoting services or managing a crisis, effective PR can be invaluable.
Why PR Matters for Accounting Firms
Great PR puts your firm in front of the right audience and highlights your achievements, thought leadership, or innovative approaches in the accounting industry. Unlike paid advertising, PR offers credibility because it’s endorsed by a third party—if you get coverage, it often resonates as more authentic and trustworthy.
Tips for Boosting Your Firm’s PR
Even if you’re not ready to hire a PR professional, there’s plenty you can do on your own to build awareness and credibility for your firm:
- Define Your Message
What do you want your firm to be known for? It could be your unique expertise, a fresh perspective on tax reforms, or a proactive approach to sustainability in finance. - Ensure It’s Newsworthy
Think about what makes your story or service different. Is it a unique perspective, a significant impact on your clients, or a response to a current issue? Focus on what journalists will find compelling. - Identify Industry Commentators
Get familiar with journalists or influencers who cover accounting, finance, and business. Read their work, understand their style, and start building a relationship by engaging with their content—this will make it easier to approach them in the future. - Share Your Insights
Use your website and social media to share news, insights, and commentary relevant to the accounting sector. Position yourself as a thought leader by addressing topical issues and providing valuable perspectives. - Be Active Online
Go beyond just posting; engage with the online community. Comment on industry-related posts, join discussions, and respond to comments to broaden your visibility and build relationships. - Keep Your Website Current
Make it easy for journalists to get information about your firm. Your “About Us” page should be detailed, including up-to-date bios, firm history, and relevant facts and figures. - Speak at Industry Events
Public speaking is a powerful PR tool. Look for opportunities to speak at industry events, conferences, or local business gatherings. It’s an excellent way to establish credibility and broaden your network. - Leverage Industry Associations
Engage with professional associations, accounting bodies, and local business groups. Membership can lead to networking opportunities and additional credibility in the industry. - Appoint a Spokesperson
Choose a representative (perhaps yourself) who can respond to media inquiries and participate in interviews. Ensure they’re prepared to speak confidently about your firm’s message and services. - Align the Team
Get your team on board with your firm’s PR messages and key themes. Consistent messaging from everyone helps reinforce your firm’s reputation and credibility. - Enter Awards
Industry awards can provide excellent PR opportunities. Even being shortlisted can boost your credibility and be used in your marketing efforts. Awards coverage often gets media attention, further expanding your reach. - Amplify Your Success
If your firm is featured in the media, share it! Post it across your social media channels and make it easy for others to share too. BOMA’s URL share function is a great tool to extend the reach of these achievements.
With the right approach, PR can help your accounting firm stand out, build trust, and attract the right clients. Whether you do it yourself or work with a PR professional, these steps can set your firm on a path toward positive, lasting visibility.
And finally, If your story is picked up by a journalist or blogger, Well done. Now make sure you share it on all your social pages! Use the URL share function in BOMA campaigns to share a web page to social.
ABOUT BOMA
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