Username:
Password:
Forgot Password?

Advertising & PR
Print this Article Print this Article
Email this Article

Advertising

Public RelationsOtherTo be successful, every business must continually promote and market itself to increase awareness among existing clients, potential clients and generate leads to increase business. 
 
Chartered firms are not an exception, and increasing competition means that practitioners should regularly promote their firm and its services to succeed and grow. 
 
Promoting your practice is vital in today’s competitive business environment, and although these activities may not provide immediate result - advertising, editorial publicity and seminars all have a role to play in the longer-tem image building for the firm. 
 
Promoting your practice is a way of gaining new clients, generating leads and increasing awareness among current clients. 
 
Print advertising  
 
Good advertising is not created by amateurs. Good design and relevant, catchy content are vital for all forms of advertising, including those that appear in suburban and regional papers.  
 
Your advertisement will work better if it is different, has impact and offers your client something they want. Before you commission or design an ad, decide what it is you want to achieve and what your main message is. Here are some possibilities:
  • You want to sell something specific – a new service, product, or special offer.  
  • You have changed address, name, phone number, or have appointed a new partner with particular expertise. 
  • You want to demonstrate what great service you offer by providing useful information in your ad, such as the introduction of new rules that may affect your client’s business. 
  • Or you want to remind your clients about something important like deadlines for income tax returns, business activity statements or superannuation arrangements. 
  • You simply want to raise the profile of your business – outlining the kind of professional service you offer.
Advertising is not a quick fix. In fact most work gained by CAs is not gained through advertising, but through the recommendations of long-standing business associates, existing clients, relatives and friends.  
 
Back to top 
 
Getting the content right 
 
The main objective of advertising is to be memorable. The best way to achieve this is to keep it simple. Complicated copy only confuses readers and fails the first real task of advertising – communication.
  • Create a headline that will attract attention. For example “From tomorrow you will pay 40% more in tax” Then use body copy to explain more. The headline is crucial – it must be simple and attract clients to read on.  
  • Use short sentences in the body copy.  
  • Talk about your service, your speciality and what you can offer.  
  • Ensure the copy you are using is truthful, and does not offer something that cannot be fulfilled.  
  • Call the reader to action – use words like “phone us now”, “call for a personal appointment” or “email today”.  
  • Adopt a company logo and use it, if necessary add images to draw attention to your service.  
  • Always remember to provide a contact number, web address or email address for client response.
 
Back to top 
 
Don’t forget the Chartered Accountant logo  
  • You are a Chartered Accountant and proud of it, so why not promote your title and designation  
  • Use the Chartered Accountant logo in your advertising.
 
 
Back to top 
 
Placement of print advertising  
 
As in most business activities, it pays to plan your advertising ahead. It also plans to get some professional advice on what publication – and what place within a publication – you should place your ad.
  • Local publications are less expensive but also provide less exposure. However, for service industries and professions, local papers can be perfect for targetting the right clients. 
  • In print media, right-hand pages are preferred. Many newspapers will charge a premium for the right-hand page because that is the most effective placement and is often the first page seen.  
  • Often left-hand pages are available at short notice, but they are not seen as frequently.  
  • If possible, try to place your ad in a story that you think your clients might read. 
  • Try to run advertisements which describe the service you have to offer, and highlight the services you believe your clients want.  
  • Consider purchasing a ‘series’ of advertisements over a period of time, this is often less expensive and provides you with an opportunity to reinforce your message. 
  • The Yellow Pages are still a key way to get into the public domain – and these days, for a fee, that will also get you online.
 
Back to top 
 
Radio advertising  
 
Radio advertising presents different opportunities to print media. It enables you to choose from different types of advertising formats – infomercials, or segment/ program sponsorship such as ‘this segment is brought to you by… ‘ Radio can offer great profiling opportunities, but only when your potential or present clients can hear the message.
  • Find out when you have an audience and advertise at that time.  
  • Tailor your message and style to the format of the station that is running it.  
  • A radio commercial can be quickly produced at a local radio station  
  • Advertising on radio is lower in cost compared to Television advertising for an equivalent time period.  
  • You must decide the frequency of your commercial – if you advertise regularly in a particular timeslot, you will become well known and so will your service. But if it’s only once or twice, your commercial may not make the impact you want.  
  • Try to place your commercial first in the slot – the first commercial gains more recognition as it follows right behind regular programming.  
  • News time or during some other important segment is usually a good time to advertise.  
  • Discuss with your broadcaster the development and schedule for your advertising.
 
 
Back to top 
 
What is public relations (PR)?  
 
PR involves the relationship that you or your organisation has with the public, usually via the media. It is based on strong one-on-one relationships formed through ‘continuous communications’ such as regular meetings, telephone conversations, thought leadership articles, and media releases. If done properly, it is a very cost effective means of communicating to a wide audience about your business, while raising its profile positively in the public eye. 
 
No matter how good your relationship is with your local paper, when it comes down to it, journalists are not looking to promote your company (that is the job of advertising). They are looking to fill the space with news. 
 
So before you attempt to pitch a story to the local newspaper, ask yourself these questions:
  • Is the information I am providing newsworthy? 
  • Why will my information be of interest or relevance to the press and their audience?
What makes a story newsworthy?
  • Trends and figures, case studies and statistics 
  • Market commentary 
  • Awards 
  • New services and products 
  • Local relevance 
  • Outstanding achievements 
  • Human interest
Also be mindful of which media channel you are targeting: 
  • Newspapers (local newspaper, metropolitan newspapers, and national newspapers) 
  • Magazines (trade press, business magazines, and general consumer press) 
  • Radio 
  • InternetEach of these media channels operates differently, runs different types of stories, and has varying deadlines. 
     
    Back to top 
     
    What makes good public relations?  
     
    Consider the following when undertaking public relations activities:
    • Write a punchy media release
    • Provide additional information, eg. case studies, statistics  
    • Decide who your spokesperson will be  
    • Consider other activities or issues that may impact on your story  
    • Meet the deadlines  
    • Present quality rather than quantity.
     
    Back to top 
     
    Media releases  
     
    If you write a media release for distribution, consider the following:
    • Identify the story as a media release, date it, and mark it ‘for immediate use’  
    • Don’t assume that journalists and editors are familiar with the name of your firm. Write it in full the first time it appears and then use a contraction for subsequent references.  
    • Newspapers love quotes, so attribute information to spokespeople in your firm. Give the full name and title of the person  
    • List telephone number at the bottom of the release where spokespeople can be reached  
    • Keep your information simple and the release short  
    • Use short sentences, short paragraphs, strong English and positive words and phrases  
    • Avoid repetition, acronyms, ambiguities, clichés and jargon.  
    • Always proofread releases, double checking essential information.  
    • Ensure the information is conveyed to the media in a timely manner – news is a perishable commodity.
     
    Back to top 
     
    Other ways of getting noticed
    • Submit a regular column to your local newspaper  
    • Appear on local radio or television giving advice on appropriate topics  
    • Join Rotary, Lions or other service clubs  
    • Give speeches to service clubs on issues public importance  
    • Hold seminars for clients  
    • Brief your clients individually on issues you can help them with in their business  
    • Enter a local business or community award 
    • Sponsor a local event 
    • Help with community programs  
    • Do voluntary work as an accountant for a charity or school organisation.
    Back to top 
     
    Seminars  
     
    Seminars can be used to promote businesses and to inform both fellow professionals and clients about particular aspects of business. They can be used to promote your business and your specialist skills. For example, a taxation seminar can inform clients about a new piece of legislation which affects the way they conduct business, while also showcasing your knowledge on the subject. Seminar attendees who need that kind of advice are more likely to contact you after hearing what you know.  
     
    Firstly work out what you want to achieve by holding a seminar. You may want to:
    • Inform clients about a particular accounting issue, demonstrating your professional skills – which they should continue to utilise  
    • Win new business from present clients by telling them about a new service or product  
    • Win new clients by demonstrating the skills you have  
    • Raise your profile.
     
    Back to top 
     
    Seminar checklist  
    Holding a seminar is a big commitment and it is not for everyone. Here are some things you need to consider:
    • Hire a venue ahead of time  
    • Confirm equipment – computers, projects, audio visual aids  
    • Draft a program  
    • Write a speech – try to incorporate visual aspects into your speech, and don’t make it too long. Keep it brief informative. If you are not an experienced public speaker, practice it in front of colleagues or friends first. 
    • Develop your mailing list, and give attendees adequate time to respond, ensure you are complying with Privacy Legislation.  
    • Perhaps advertise in the local paper? 
    • Follow up invitees if they do not respond  
    • Keep numbers manageable so you can talk to most people who attend  
    • Ensure you have well-presented written notes and promotional material to give to attendees.  
    • Test all equipment to ensure it works and the audience can see and hear you.  
    • Ask for questions form the audience.  
    • If it is a newsworthy seminar – invite media to attend.  
    • Follow up everyone who attends.
     
    Back to top 

    		•