3 No-Brainer Ways to Get Your Name in the News

Public relations is all about improving your reputation – and while some efforts DO take quite a bit of time to pull off, there are also some quick wins you and your firm can have without much effort and without a lot of cost, especially with local business trades and dailies. If what you’re looking for is to get your name in print/online national accounting and business trade, that’s equally as possible … you just have to have something substantial to say.

1. Employee Announcements – You may not know it, but you probably have an employee announcement you could send right now to your local business journal. Did you hire someone recently? Most biz journals have a page for personnel announcements, and all you really have to do is send an email to the designated address, provide one line of copy with the person’s name, title/position and firm. Be sure to attach a color 300+ dpi photo. The chances are greater your announcement will be printed if you also send a photo.

Click here for a list of American City Business Journals and do a Google search for publications in your local area. Some cities may not be affiliated with the Business Journals’ network – like Chicago, for example. In Chicago, Crain’s Chicago Business is the publication you would want to target.

2. Firm News – I constantly get questions about what constitutes “firm news.” Firm news is not an announcement that you’ve just opened up a new website. It’s not news that you just held a partner retreat and it’s certainly not news that you just moved your office to another location or even added another location.

For firm news, think about what kind of news you would want to read about. You may interested, for example, in reading about how a firm created a group to work in a specific niche industry, such as farming and ranching. If you work in a niche, what you want to do is send your local media contacts a short email telling them about this niche and how you were able to help your client grow their company or organization, then follow the email up with a phone call. Local business journals and daily publications are very interested in these kinds of stories because they spotlight business growth. If the reporter is interested, he or she will set up a time with you to talk more about the story.

You might be curious as to why I am not mentioning news releases. I think writing and sending a news release is fine, of course – I do it all the time – but think about the number of releases local publications get every day, and that doesn’t even begin to approach the number of wire service releases they also receive. You can stand out from the competition by sending a very simple email. I guarantee you the reporters will appreciate your brevity and straightforward tone without a lot of corporate speak.

3. Comment on a Blog Post – This one may seem out of left field, but when you comment on a blog post, your name shows up alongside your comment – if the site enables you to register as a subscriber. Of course, you’ll want to only comment on postings you feel passionate about – avoid too much commenting or you’ll be pegged as an opportunist.

Here’s an example: comment on this blog post … and let me know your thoughts about how you and your firm manage faster, low-cost PR efforts!

This blog

Scott H. Cytron, ABC, is president of Cytron and Company, known for helping companies and organizations improve their bottom line through a hybrid of strategic public relations, communications, marketing programs and top-notch client service. An accredited consultant, Scott works with companies, organizations and individuals in professional services (accounting, finance, medical, legal, engineering), high-tech and B2B/B2C product/service sales. Contact him at scott@cytronandcompany.com and visit his blog, www.absolutecytron.com.

More from this blog

Bloggers crew

Steve Knowles has spent 25 years in business and practice in the UK, but he also worked in the states and the years haven't dulled his way of seeing an alternative view to everyone else, and every day is a new adventure.


Joel M. Ungar, CPA is a lifelong resident of the Detroit area and a graduate of The University of Michigan. He is a principal with Silberstein Ungar, PLLC, a Top 15 auditor of SEC public reporting companies.


Allan Boress, CPA, with over 25 years as a practitioner and consultant to the accounting profession. Mr. Boress is the author of 12 published books in 6 different languages, including a best-seller, The "I-Hate-Selling" Book.


Larry Perry, CPA, CPA Firm Support Services, LLC, is the author of accounting and auditing manuals, author and presenter of live staff training seminars, and author of webcast and self-study CPE programs. He blogs about small audits, reviews, and compilations.

Sandra Wiley, COO and Shareholder, is ranked by Accounting Today as one of the 100 Most Influential People in Accounting as a result of her prominent role as an industry expert on HR and training as well as influence as a management and planning consultant. She is also a founding member of The CPA Consultant's Alliance. Sandra is a certified Kolbe™ trainer who advises firms on building balanced teams, managing employee conflict and hiring staff.

Maria Calabrese, CIR, Human Resources manager for Fazio, Mannuzza, Roche, Tankel, LaPilusa, LLC in Cranford, New Jersey, Maria's topics revolve around the world of: Mentoring, Performance management, and The "Y Generation," a.k.a. "The whY generation".


William Brighenti is a CPA, Certified QuickBooks ProAdvisor, and Certified [Business] Valuation Analyst, operating an accounting, tax, and QuickBooks consulting firm in Hartford, Connecticut, Accountants CPA Hartford.


Ken Garen, CPA, is the co-founder and President of Universal Business Computing Company (www.ubcc.com), a software development firm of high-volume, high-productivity accounting and payroll technology.


Eva Rosenberg, MBA, EA, is the publisher of TaxMama.com, and author of the weekly syndicated Ask TaxMama column. She provides answers to tax questions from taxpayers and tax professionals worldwide.


Amy Vetter, CPA, CITP is the CPA Programs Leader for Intacct Corporation responsible for leading the CPA/BPO Partners nationally.

Brian Strahle is the owner of LEVERAGE SALT, LLC where he provides state and local tax technical services to accounting firms, law firms and tax research organizations across the United States. He also writes a weekly column in Tax Analysts State tax Notes entitled, "The SALT Effect." For more info, visit his website: www.leveragestateandlocaltax.com
Scott H. Cytron, ABC, is president of Cytron and Company, known for helping companies and organizations improve their bottom line through a hybrid of strategic public relations, communications, marketing programs and top-notch client service. An accredited consultant, Scott works with companies, organizations and individuals in professional services (accounting, finance, medical, legal, engineering), high-tech and B2B/B2C product/service sales.

Rita Keller is a nationally known CPA firm management consultant, speaker, author, mentor and blogger. She has over 30 years hands-on experience in CPA firm management, marketing, technology and administrative operations.

Stacy Kildal is the mom of two fantastic kids, an Advanced Certified QuickBooks ProAdvisor, Certified Enterprise Solutions ProAdvisor, Sleeter Group Certified Consultant, a nationally recognized member of the Intuit Trainer and Writer Network, and co-host of RadioFree QuickBooks.
Michael Alter's blog specializes in providing practical advice to those who seek greater profitability and practice management tactics that enhance deeper client relationships.

Sally Glick, CMO, Principal, Marketer of the Year in 2003 and AAM Hall of Famer in 2007, leads a lively discussion of the constantly expanding roles of marketing and the professional marketers that drive this initiative in accounting firms of all sizes.


The IMA Young Professionals Blog features the insights of IMA’s Young Professionals Committee. Committee members share advice and experiences on careers, continuing education, work/life balance, and other issues affecting young accounting and finance professionals.


FEI Financial Reporting Blog provides highlights from SEC, PCAOB, FASB, IASB, and other regulatory news, including reporting under Sarbanes-Oxley Sect 404. It is written by Edith Orenstein, Director of Technical Policy Analysis at FEI.


Sue Anderson has 30 years of experience in continuing education for accountants. Currently she is the program director for online CPE provider CPE Link.


Jim Fahey is COO of Apple Growth Partners, a regional CPA firm in Ohio. His focus is on the effective and efficient use of technology within the firm by all team members.

Caleb Newquist is the Editor-in-Chief of Sift Media US, overseeing content for both AccountingWEB and Going Concern.

Leita Hart-Fanta, CPA, CGFM, and CGAP is the author of "The Yellow Book Interpreted" and owner of Yellowbook-CPE.com a website devoted to training for governmental auditors.


AccountingWEB is more than just a U.S. team of journalists and financial and technology experts - we have an international side, too! Members of our British team who publish AccountingWEB.co.uk share their ideas, insights, and perspectives from across the pond.