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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.

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Make Your Accountants Media Stars: A Primer On Securing Speaking and Writing Opportunities

  1. 1. Make Your Accountants Media Stars<br />Presented by TC Public Relations<br />September 22, 2011<br />
  2. 2. The Evolution to Stardom <br />
  3. 3. So, how do we do this?<br />
  4. 4. Step One <br />Ask yourself: Why be a media star?<br />
  5. 5. Expert among peers and alliances?<br />Showcase expertise to clients and prospects?<br />Expectations for ROIT (Return on Invested Time)?<br />Options<br />
  6. 6. 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).<br />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.<br />Does it matter?<br />
  7. 7. Step Two<br /><ul><li>Performance opportunities</li></li></ul><li>Owned Media: Writing Your Songs <br />Comment on blogs<br />Your blog<br />Publication comments<br />Contributed articles<br />
  8. 8. Earned Media: Scheduling Your Concert Tour <br />
  9. 9. Trends in the accounting industry<br />Earned Media: Scheduling Your Concert Tour <br />
  10. 10. 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.”<br />USA Today<br />
  11. 11. Seasonal evergreen topics<br />Earned Media: Scheduling Your Concert Tour <br />
  12. 12. Showtime<br />Step Three: Showtime<br />
  13. 13. “As trade media continues <br />its precipitous decline and <br />the importance of domain <br />experts grows, marketers <br />are increasingly courting <br />these influencers.” <br />Social Marketing to the Business Customer<br />Build a Blog<br />
  14. 14. And it’s not just those Fortune 500 companies getting into social media, either. <br />
  15. 15. Publish Yourself or Get Published <br />
  16. 16. Live Is Where the Action Is<br />
  17. 17. Top Tier Marketing Tactics for Professional Services1<br />Developing more business from current/past clients<br />Small-scale seminars (interactive webinars)<br />Speeches at client industry meetings<br />Articles in client-oriented trade press<br />1Adapted from Managing the Professional Services Firm by David Maister<br />
  18. 18. Name one takeaway from today’s program<br />Points to Ponder <br />
  19. 19.
  20. 20. Tom Ciesielka<br />312-422-1333<br />tc@tcpr.net<br />

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