Public Relations - On a Shoestring Budget!
By Sally Glick - One key component of any good marketing communications plan includes a focus on public relations. For those in smaller, local firms, this does not mean that you have to hire a “Madison Avenue” PR agency to help spread the word. In fact, you may find that you are even more successful if you begin building meaningful relationships with the local business reporters in your community. They are charged with filling their paper on a daily or weekly basis with news and information that is timely and relevant for their readers - and often this is not an easy task! The more of a trusted and consistent resource you are, the more likely it is that the reporters will begin to count on your guidance and input for news stories, tracking trends and unique insights. When you are frequently quoted, you are on your way to developing a ‘famous person’ status that can help to brand your firm and strengthen your leadership standing with your clients, centers of influence and with prospects.
When working with journalists, just remember that they are hungry for news, need to adhere to very tight deadlines and must provide newsworthy information in an interesting manner. Their standards are high - but that is a good thing!
Over time, these friendships can be very powerful for everyone involved, so keep working at it.
Sally Glick, CMO, Principal, Marketer of the Year in 2003 and AAM Hall of Famer in 2007, will lead a lively discussion of the constantly expanding roles of marketing and the professional marketers that drive this initiative in accounting firms of all sizes.