The Value of Press: A Case Study for Press Releases

The Challenge

Many accounting firms struggle with gaining visibility in the marketplaces they serve. Firms often turn to advertising and promotional items to ‘market’, but these efforts don’t always produce great results.  Most accounting firms struggle to identify what, where and how to communicate the good things they are doing and the good things happening inside their companies. Promotions, new hires, firm rankings, new services, community service and more often fall under the radar. These overlooked, yet newsworthy items underscore the need for gaining press opportunities.

Solution

We helped a local 6-partner CPA firm gain a significant press opportunity.  By working closely with our client, we helped them communicate what they were doing both internally and externally, within their marketplace. These communications included emails, social media updates, press releases and other forms of appropriate news. These efforts were well thought out, featuring key messages that would be relevant to their target markets.

Result

Over the course of a year, a slow trickle of buzz had formed; press releases were picked up here and there with small mentions of the firm. However, the real win came when the local paper featured a 2-page business spread profiling their firm. The press releases and communications we had been sending over the year caught the right person’s attention and the firm was able to reap in the benefits.

The continued press and communications eventually earned our client a feature spot where they got the opportunity to showcase their firm to the community in an unbiased way. They also built some serious marketing momentum. Their internal team was proud to be working for the firm and excited to see their firm recognized in the press. Needless to say, the energy around marketing increased dramatically.

While many firms have eliminated traditional press releases, they still have a value. Don’t underestimate the value of communicating with the press.