How to Get Publicity for Your Practice

By Rogers, Stuart C. | The National Public Accountant, September 1997 | Go to article overview

How to Get Publicity for Your Practice

Rogers, Stuart C., The National Public Accountant

You have read, perhaps, in National Public Accountant, that one of the most effective marketing tools an accounting practice can use is magazine, newspaper or broadcast publicity. The following illustrates a step-by-step method to plan, create and place news items and short articles that are likely to get your practice name and expertise noticed by those whom you most want as clients.

A Basic Publicity Program

To get your publicity program off to a good start, prepare several basic information pieces to be sent to editors of periodicals and to news directors of radio and television stations in your marketing area, packaged in a form sometimes called a press kit or media kit.

These are the essential elements you should include: background on your practice; overview of your most important current activities; biographical profiles of you and your associates; 5-by-7 inch black-and-white headshots (head and shoulders photographs) of senior people in the firm, with captions indicating names and specialties; summary of accomplishments to date; crisp, top-quality 8-by-10 inch black-and-white glossy photo of something connected with your practice, like a picture of you working with a client, an interior view of your office, special equipment you use or the exterior of your office building; cover letter to editors and news directors (by name) detailing enclosures, asking that the packet be kept on file, offering access to you or your spokesperson for more complete information and opinions on accounting matters and "exclusives" (releases or articles offered only to that one particular editor.

Your material should be presented in a form that reflects the highest professional, journalistic and production quality standards you can achieve to encourage retention, reference and active use.

Through your media kit, editors and news directors will have a chance to learn what your credits are, what your services are and what your practice can mean to their readers, listeners or viewers.

In the same way, they will be encouraged to develop their own stories about you and your plans, to call you for expert opinion quotes on accounting and financial news items and to watch for newsworthy releases that you send them at regular intervals.

Many professional people with whom I have worked over the years have observed that when publicity is the major communications method in a marketing program, practitioners avoid the stigma of puffery or self aggrandizement, since they are simply providing accurate, factual information in the public interest.

The Next Step

The secret of success in a publicity program is to first build a list of media vehicles (individual newspapers, magazines, newsletters, radio stations and television broadcasters) that reach the particular people you want as clients. Don't waste your time and money on media that do not appeal to your best prospects - a common mistake of professional services marketers.

Then be sure to get the individual name (including the exact spelling) and specific title of the editor, news director or other person at each facility who is responsible for news and editorial material. Check regularly by telephone to be sure that person is still there, in that capacity. People move around a lot in the media business, so check your entire list of names at least every two months to keep it up to date. Material sent to the wrong person or to a person using an incorrect spelling or an inferior title, is likely to get tossed out unread.

Your list may be local, regional, national or even international depending on the nature of your accounting practice. But don't overreach and send out more material than you need to. That, quite simply, is a waste of time and money, too. For example, if the marketing area for your practice is western Montana, don't send releases to TIME magazine or to the Associated Press; they probably have bigger stories to cover than yours. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Cite this article

Cited article

Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25,

Note: primary sources have slightly different requirements for citation. Please see these guidelines for more information.

Cited article

How to Get Publicity for Your Practice


Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Full screen

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25,

    New feature

    It is estimated that 1 in 10 people have dyslexia, and in an effort to make Questia easier to use for those people, we have added a new choice of font to the Reader. That font is called OpenDyslexic, and has been designed to help with some of the symptoms of dyslexia. For more information on this font, please visit

    To use OpenDyslexic, choose it from the Typeface list in Font settings.

    OK, got it!

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Author Advanced search


    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.