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Make Your Accountants Media Stars<br />Presented by TC Public Relations<br />September 22, 2011<br />

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The Evolution to Stardom <br />

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So, how do we do this?<br />

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Step One <br />Ask yourself: Why be a media star?<br />

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Expert among peers and alliances?<br />Showcase expertise to clients and prospects?<br />Expectations for ROIT (Return on Invested Time)?<br />Options<br />

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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 />

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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 />

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Earned Media: Scheduling Your Concert Tour <br />

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Trends in the accounting industry<br />Earned Media: Scheduling Your Concert Tour <br />

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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 />

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Seasonal evergreen topics<br />Earned Media: Scheduling Your Concert Tour <br />

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Showtime<br />Step Three: Showtime<br />

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“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 />

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And it’s not just those Fortune 500 companies getting into social media, either. <br />

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Publish Yourself or Get Published <br />

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Live Is Where the Action Is<br />

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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 />

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Name one takeaway from today’s program<br />Points to Ponder <br />

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Tom Ciesielka<br />312-422-1333<br />tc@tcpr.net<br />