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Communications Breakout - Jeff Chickering & Nicole Kasin - Friday - Regionals 2011
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Communications Breakout - Jeff Chickering & Nicole Kasin - Friday - Regionals 2011

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  • 1. Communicating with Licensees and the Public
    Presented by:
    NASBA Communications Committee
    Regional Meeting Breakout Session – 2011
    Jeff Chickering, Chair
  • 2. COMMUNICATIONS COMMITTEE CHARGE
    “Develop and promote innovative and unique
    programs and methods for communications by
    state boards of accountancy and NASBA with
    other agencies, consumers, the CPA profession,
    related professionals and legislative bodies.”
  • 3. NASBA COMMUNICATIONS COMMITTEE OBJECTIVES 2010-2011
    SOCIAL MEDIA SUBCOMMITTEE
    Continued from 2010, the subcommittee has centered its efforts on enhancing social media awareness and outreach initiatives for state boards of accountancy.
    Members: Lisa Hearne, Chair (NC), Nicole Kasin (SD), Jim Abbott (ND), Lisa Stickel (TN), Sally Flowers (CA)
    TARGET AUDIENCE STRATEGIES & TOOLS (TAST) SUBCOMMITTEE
    Formerly the Macro Issues subcommittee, TAST identifies ways in which state boards and NASBA can better communicate both purpose and function to target audiences including: candidates, professional groups, regulatory bodies and the public.
    Members: Sandra Suran, Chair (OR), Mark Hobbs (SC), Leonard Sanchez (NM), Michael Comer (OH)
    IN-REACH SUBCOMMITTEE
    This newly established initiative is responsible for reaching out to fellow NASBA Committees to identify opportunities for collaboration in an effort to collect feedback on related issues impacting state boards of accountancy.
    Members: Jim Abbott, Chair (ND), Ed Rudert (NY), Melvin Bush (CO), Nicole Kasin (SD)
  • 4. HOW IS YOUR STATE BOARD CONNECTING WITH LICENSEES & THE PUBLIC?
  • 5. CREATIVELY COMMUNICATING WITH A LIMITED BUDGET. . .
    • ELEVATOR SPEECH
    • 6. PRESS RELEASES & MASS EMAILS
    • 7. SOCIAL MEDIA CHANNELS
    • 8. BROCHURES & POSTERS
    • 9. PARTNER WITH YOUR STATE SOCIETY
    • 10. HOST PUBLIC BOARD MEETINGS ON COLLEGE CAMPUSES
  • ELEVATOR SPEECH…30-SECOND COMMERCIAL
    • An “elevator speech” or “30-second commercial” is a well-practiced overview/description about an idea, product, service or organization that anyone in any business should be able to understand in the time it would take to ride up an elevator.
    • 11. This is a great way to help others understand the purpose and function of your State Board.
  • ELEVATOR SPEECH…30-SECOND COMMERCIAL
    Instead of . . .
     
    I am_________ the Director or Board Member with the_________ State Board of Accountancy (this may receive a blank look back from the individual in the public you are dealing with).
     
    Try using . . .
     
    Are you familiar with a doctor receiving a license to practice medicine? I do the same for the public with a board known as the _________ State Board of Accountancy. State Accountancy Boards license Certified Public Accountants (CPAs), protect the public in regards to those licensed as CPAs and also regulate the practice of public accountancy.
  • 12. PRESS RELEASES
    A written communication prepared for distribution to the media for the
    purpose of announcing newsworthy information to targeted
    audiences/general public. Preparation is simple and distribution is FREE!
    • Basic Components of a Press Release:
    • 13. Headline: used to grab the attention of journalists and briefly summarize the news
    • 14. Dateline:contains the release date and usually the originating city of the press release
    • 15. Introduction: first paragraph in a press release, that generally gives basic answers to the questions of who, what, when, where and why
    • 16. Body:further explanation, statistics, background, or other details relevant to the news
    • 17. Boilerplate:generally a short "about" section, providing independent background on the issuing company, organization, or individual
    • 18. Close: in North America, the symbol "-30-" or ### appears after the boilerplate or body and before the media contact information, indicating to media that the release has ended
    • 19. Media contact information: always include the name, phone number, email address for the PR contact person
  • PRESS RELEASES & MASS EMAILS
    COMMON USES BY STATE BOARDS
    • To communicate general Board announcements to media and public
    • 20. To formally announce names of candidates who successfully pass the CPA Examination
    • 21. To introduce new board members and elected officers
    • 22. To inform public of licenses relinquished
    • 23. To announce when State Board members are appointed to NASBA Committees and/or elected offices
    • 24. To announce renewal reminders
  • SOCIAL MEDIA
    “Socialnomics” Revolution Video
  • 25. SOCIAL MEDIA
    COMMON USES BY STATE BOARDS
    • Increase awareness of Board’s mission and function
    • 26. Post Calendar of Events
    • 27. Announce CPA Exam score releases
    • 28. Recognize Candidates who successfully pass the Exam
    • 29. Post updates and timely articles regarding the accounting profession
    • 30. Introduce public to Board staff
    • 31. Remind CPAs about license renewal deadlines
  • COMMON SITES USED BY GOVERNMENT AGENCIES
    Blogger
    YouTube
    Facebook
    Flikr
    Twitter
    RSS Feed
    And some new ones….
    Scribd.com
    UStream.tv
  • 32. Facebook - FREE
    Facebook is a Social Network
    • Post your status in 420 characters or less
    • 33. Business pages have ‘fans’, not friends
    • 34. Share your photos or videos
    • 35. Send direct messages
    • 36. Notify fans about events or meetings
    • 37. Comment on anything
    • 38. Redirect fans to your organization’s Website
  • Twitter - FREE
    Twitter is a Micro-blog
    • 140 character limit
    • 39. Sign up and “follow” posters
    • 40. Post “tweets” about anything
    • 41. Include links to other information
    • 42. Send/receive via Web or mobile device
    • 43. RT (retweet) & D (direct message) & @ (public replies)
    • 44. Can link with FB page for consistency
  • Follow NASBA
    NASBA Overall Brand and CPA
    Exam Candidate Information
    NASBA Products and Services, CPA
    and Financial Professionals
    • Facebook – /NASBA Talks
    • 45. Twitter - @NASBA_Talks
    • 46. LinkedIn – Learning Providers :: NASBA Learning Provider Forum
    • 47. LinkedIn :: NASBA Financial Professionals Forum
    • 48. Facebook - /NASBA
    • 49. Twitter - @NASBA
    • 50. Flickr – /NASBA100
    • 51. YouTube - /NASBA
    • 52. LinkedIn - /NASBA
  • Social Media Resources
    RSS Feeds: feedburner.com
    Feed Readers: feedly.com, reader.google.com, itunes.com
    Blogs: blogger.com, wordpress.com
    Widgets: usa.gov, widgets.yahoo.com, widgetbox.com
    Photo Sharing: Flickr.com, webshots.com, photobucket.com
    Video Sharing: Youtube.com, vimeo.com, motionbox.com
    Live Video Streaming: UStream.tv
    Social Networking: Facebook.com, MySpace.com
    Twitter: Twitter.com
  • 53. Government Resources
    USA.gov: list of Federal blogs, widgets, and more
    WebContent.gov: lots of information about social media and government
    GovLoop.com: Social Network for government employees
    NAGW.org: National Association of Government Webmasters
    GoWProNJ.net: Gov’t Web Professionals of NJ