make your accountants media stars: a primer on securing speaking and writing opportunities
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"Make Your Accountants Media Stars: A Primer On Securing Speaking and Writing Opportunities" presented at the Association for Accounting Marketing in Chicago by Tom Ciesielka of TC Public Relations.TRANSCRIPT
Make Your Accountants Media Stars
Presented by TC Public Relations
September 22, 2011
Tony Bennett
Madonna
Justin Bieber
The Evolution to Stardom
So, how do we do this?
Step One
Ask yourself: Why be a media star?
Expert among peers and alliances?
Showcase expertise to clients and prospects?
Expectations for ROIT (Return on Invested Time)?
Options
By 2013, public relations spending will be up to 8 billion dollars, which is a 55% increase from 2008, according to the annual Communications Industry Forecast by private equity firm Veronis Suhler Stevenson (VSS).
The $8 billion figure – cited in an Economist article on the vitality of the industry – contains $3 billion that will be spent on word-of-mouth marketing, which includes social media outreach.
Does it matter?
Owned Media Earned Media
Step Two Performance opportunities
Owned Media: Writing Your Songs Comment on blogs
Your blog
Publication comments
Contributed articles
Earned Media: Scheduling Your Concert Tour
Trends in the accounting industry
Earned Media: Scheduling Your Concert Tour
A 2008 study of news stories in U.K. newspapers found that more than half contained mostly PR material. A study in the Columbia Journalism Review found that more than half the stories in an edition of The Wall Street Journal “were based solely on press releases.”
USA Today
Seasonal evergreen topics
Earned Media: Scheduling Your Concert Tour
ShowtimeStep Three: Showtime
“As trade media continues its precipitous decline and the importance of domain experts grows, marketers are increasingly courting these influencers.”
Social Marketing to the Business Customer
Build a Blog
And it’s not just those Fortune 500 companies getting into social media, either.
500 or fewer employees
501 - 1,000 employees
1000 employees or more
0 5 10 15 20 25 30 35 40 45 50
% of Companies Using Social Media for Promotion (Careerbuilder.com)
Publish Yourself or Get Published
Live Is Where the Action Is
Developing more business from current/past clients
Small-scale seminars (interactive webinars) Speeches at client industry meetings Articles in client-oriented trade press
1Adapted from Managing the Professional Services Firm by David Maister
Top Tier Marketing Tactics for Professional Services1
Name one takeaway from today’s program
Points to Ponder
