Beginner’s Guide: Three Steps to Kickstart Your Firm’s PR Strategy

Public relations (PR) can work wonders for accounting firms looking to build their brand, attract new clients and boost their reputation. As accounting marketers, we have the exciting job of managing and promoting our firm’s image. If you’re looking to dip your toes into the PR pool, here are three steps to help you get started.

1. Determining What is Newsworthy

First things first: let’s figure out what’s truly newsworthy. With so much content out there, it’s essential to stand out by sharing meaningful and impactful news. Carefully selecting what you send to PR contacts will increase your chances of getting featured.

Newsworthy items can include:

• Longevity milestones
• Awards and recognitions
• Community involvement
• Company anniversaries
• Board appointments
• Promotions (consider setting a threshold for positions, such as Manager and above)

Create clear guidelines for evaluating news opportunities and make sure your entire team, including partners, understands these rules. This will help streamline PR requests and ensure everyone gets their fair share of the limelight.

2. Building a PR Contact List

Now that you know what’s newsworthy, it’s time to build your media contact list. Think of this as creating your own VIP list. Here are some strategies to start:

• Industry Publications: Identify the industries your firm serves and research key publications and associations for each.
• Local Media: Search for local media groups or newspapers. Visit their websites or LinkedIn profiles to find email contacts.
• Networking Events: Attend industry conferences, seminars and local chamber events. Exchange business cards and follow up with potential contacts.

Organize your contact list by media type, geographical region, and topics of interest, and update it regularly—at least annually.

Pro tip: Building a strong contact list is just the beginning. Cultivating relationships with media contacts is crucial. Journalists and trade publications are more likely to cover your stories if they trust you and find you credible. Contacts who know you personally might offer exclusive opportunities, such as featured articles or interviews with key personnel. Knowing your media contacts well also helps you understand what they are looking for, allowing you to tailor your pitches to their preferences.

3. Sending Your PR Content

When it’s time to send your PR content, make sure to:

• Include your contact information, such as the name, phone number and email address of the person journalists can contact for more details.
• Add a standard “about” section with background information about your company.
• Include the location and date the release is being issued.

Sending the release can be as simple as emailing your PR contacts. Consider using distribution services like PR Newswire, Business Wire or Cision for broader visibility. After sending, use tools like Meltwater, Mention or Google Alerts to track media coverage and measure the impact of your PR campaigns.

Pro tip: Know the difference between paid and earned media spots. Earned spots rely on the inherent value and interest of the content, are cost-effective in terms of placement, and carry higher credibility but offer less control. Paid spots guarantee placement and allow for more control over the content and timing, but they come with a cost and are often perceived as less credible. Understanding these differences can help in choosing the right strategy for distributing press releases based on goals, budget and the desired level of control and credibility.

General Guidelines and Tips

Here are some additional PR tips to help your firm’s news get noticed:

• Be Timely: Send out press releases and pitches promptly. News becomes stale quickly, so timing is critical.
• Be Clear and Concise: Journalists receive numerous pitches daily. Make sure your pitches are clear, concise, and to the point.
• Follow Up: If you don’t hear back after your initial pitch, follow up politely. Persistence can pay off, but be respectful of the journalist’s time.
• Evaluate and Adjust: Regularly evaluate the success of your PR campaigns. Analyze what worked and what didn’t, and adjust your strategies accordingly.

In a competitive market, a well-executed PR strategy can set your accounting firm apart. Remember, the key to successful PR lies in consistent effort, clear communication, and strategic relationship-building with media contacts. By following these steps and continuously evaluating your PR activities, your firm will be well-positioned to achieve long-term visibility – good luck!