Academic journal article Journal of Accountancy

Polishing Your Firm's Professional Image

Academic journal article Journal of Accountancy

Polishing Your Firm's Professional Image

Article excerpt

How long has it been since your CPA firm took steps to improve its professional image? If you cannot say with certainty that in the eyes of your clients and the business community your firm represents technical competence, professional commitment, creativity, leadership, client involvement and service, you should consider ways to improve your image.

These are steps you can take to build a positive image that will attact top-quality staff and generate firm growth:

* Create a firm brochure that tells who and what you are. The brochure should present the firm's background in summary form and should

* List the principals and describe their training, experience and specialties. Include photographs of the office and personnel.

* Describe the services the firm performs and the types of services in which it specializes.

* Consider establishing a newsletter that lets clients know what is going on in the firm, including promotions, professional attainments and upcoming presentations by staff members as well as changes in the tax laws or other regulations (emphasize how the firm can help clients keep abreast of these developments). The basic questions you need to answer before proceeding are

* How often will it appear? …

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