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By Lisa A. Rozycki
Well-written press releases can help a firm establish its
place in its market. Here are some tips on when and how to use
press releases to publicize your firm’s accomplishments
and capabilities.
The press release is the most frequently used public relations
vehicle, communicating news to the public through trade journals,
magazines, newsletters, Internet media and databases, associations
and news wire broadcasts, when appropriate. For a small accounting
firm with a limited marketing budget, a well-written press release
can be an effective way to get its name in front of hundreds of
potential clients. It can also build credibility for a firm in
the industries it serves and the local business community.
Before writing a press release, a firm first should make sure
that the subject is newsworthy. Editors aren’t likely to
be swayed by marketing pitches. If a press release is written
like an advertisement, it will end up in the trash can, and the
firm will lose credibility in the eyes of reporters and publications.
A few good reasons for distributing a press release include:
- Announcing a merger with or acquisition of another accounting
firm
- Announcing events, such as anniversary celebrations at significant
milestones, charitable events, and fundraising activities
- Forming a strategic alliance with a firm that provides nontraditional
services; for example, human resource, information technology,
or financial staffing firms
- Opening a new office or moving to another location
- Receiving awards or special honors
- Promotions to supervisory positions or a member making partner
- Releasing findings of an industry survey in a particular niche
that you serve
- Offering practical guidance to potential clients
Targeting the right market
Every CPA firm invests considerable time, money, and effort in
personnel, products, and services. This investment dictates that
it achieves optimal coverage for each press release announcement.
The message should be targeted to both horizontal markets (publications
that reach a broad audience) and vertical markets (publications
that serve a particular industry or service niche). You can find
relevant publications at the local library or through online research.
A database of media contacts should be compiled and maintained
on a regular basis. When sending out a release, target the appropriate
editor. If you are unsure, call and ask.
Putting it together
A press release should follow the following basic formatting guidelines:
- Next, list one or two contact persons with phone numbers
and email addresses in case the editor or reporter has a question.
- Write an attention-grabbing headline to attract the reader
into the substance of the release.
- Start the body of the release with the city you are located
in and the date of the release. If you are sending the announcement
ahead of the official release of the news, indicate the date
the story can be released; for example, “To be released
January 1.”
- Start off a release with a strong lead that includes the 5
W’s (who, what, when, where, and why) in the opening paragraph.
Sometimes how is also relevant. Remember, editors read thousands
of press releases and need to be able to evaluate your press
release for newsworthiness in the first few paragraphs.
- Press releases should be typewritten and double-spaced using
one side of a sheet of paper. If the story is more than one
page, include “-more-” at the bottom of the first
page and “-add one-” on the top right hand corner
of the second page. A press release should be no more than two
pages and should end with “-30-” or “###”,
signaling the end of the release.
A mix of media
With technology changing rapidly, press releases can be issued
more ways than the traditional postal mail method. Press releases
also can be sent by broadcast fax, email, and newswire, for example.
When emailing a press release, copy the release into the body
of the email. If a reporter cannot open a release as an attachment,
he or she will more than likely delete the email.
When the press release does make it into publication, call or
write to thank the editor or reporter who published it. A thank
you goes a long way toward building good relationships, given
how often these professionals are faced with complaints.
Make the most out of the published press release. Ask for reprints
of articles to use in promotions or to show to clients. Send reprints
to people you are hoping to influence. Publish news articles on
the firm’s Web site, but be sure to ask permission from
the publication first.
Of course, an accounting firm can hire a public relations firm
to perform many if not all aspects of public relations from writing
the release to sending it to reporters. However, most small firms
do just as well and save a good amount of money by thinking like
reporters and writing and distributing releases on news that they
would personally like to read themselves.
Lisa A. Rozycki is the Marketing Manager for Reinsel &
Company LLP, a regional CPA firm located in southeastern PA. She
has more than 20 years of experience in marketing, advertising,
public relations, and sales and has written articles on marketing
topics for local, regional, and national publications. Lisa can
be reached at 1-610-376-1595, extension 130 or by e-mail at lrozycki@reinsel.com.
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