Issue 14 - Fall 2006 Welcome to Coaching Concepts,
the quarterly newsletter brought
to
you by the consultants atConvergenceCoaching, LLC.
Wilson's
Writings
Fall busy season is upon us, and it’s time to accept the reality that summer’s over!
We suggest you make this the season that you begin developing deep and long-lasting relationships with the talented professionals who write for the business and trade press. To learn more about the win-win of press relations, read this issue’s Leadership Lessons. Then, if you’re inspired to undertake some press activities, Practice Perspectives will provide you the lowdown on the how to’s of article writing and press releases.
As always, our New News will provide you an update of the latest and greatest with our team, our clients, and the profession, too. When you read it, you’ll see that we’ll be enjoying our “other” busy season; be sure to come see us if our conference speaking brings us to a city near you.
Enjoy autumn!
Jen
Leadership Lessons
Public Relations Can Be an Effective Strategy for Your Firm
Public relations, or “PR,” is a brand-building marketing activity that helps build your firm’s name recognition over time. PR activities can include building relationships with the press, article writing, issuing press releases, sponsorships, volunteerism, and other community outreach activities. Most PR activities are often time intensive, although several, including press relations, article writing, press releases, and volunteerism often require minimal hard dollar investment.
In this article, we will explore how you can develop effective press relationships to promote your firm and services. Then, in our Practice Perspectives article, we’ll drill down into two specific PR activities, article writing and press releases, giving you the steps to incorporate these branding activities into your overall marketing plan.
Developing Relationships with the Press
If you’re committed to developing effective press relations, the first step is to get to know the people who work in your local press and in the business and trade publications that you, your clients, and prospects read. For example, if your firm is focused on developing a niche in cost segregation, you will want to identify and then cultivate editor relationships with publications read by builders and land developers in your geography. Obtain the names of the editors of the publications that cater to your ideal readership and then contact them.
Many people approach editors with an “it’s all about me” approach – seeking to be featured but not realizing the importance of developing a win-win relationship to ensure that the editors receive as much, or more, from their association with you as you do. To establish a win-win, remember that most editors are actively seeking interesting stories for their readership and “fresh faces” and new voices to feature in their publications. When contacting your target editors, ask them what their current needs or the needs or their readers are. Be careful to make the focus them, their goals, and their current stories. Your mission is to find out how you can serve the editors, personally, by providing them access to interesting stories and sources you may have in your client and colleague network.
When appropriate, you may also be able to act as an expert source for your editor contacts. For this to come to fruition, let them know your areas of expertise after you’ve learned about them and their needs. Look for areas where you might be able to provide information, access to resources, or write articles on topics they may be interested in. Make it easy for each press contact to remember you by creating a press information kit, which includes information about you and your firm including:
Firm Backgrounder – a one-page overview of the basic information and demographics about your firm, such as when your firm started, how many partners or owners you have, number of locations, services you provide, etc.
Firm Story – your firm’s story is distinct from your firm backgrounder. Your story tells about the reason your firm exists, who you serve, the services you provide, and the difference those services (and your team) make for your clients.
Biographies – your one-page biography, and biographies for other potential sources in your firm, including your firm’s Marketing Director.
News or Articles – one or two copies of recent press releases and/or articles that you could provide as examples of published materials as well as ideas on topics or themes you could write about.
Treat your editor contacts just as you would new client leads in your contact management or CRM system, including their names, their publication names, their e-mail addresses, telephone numbers, and fax numbers. Be sure to ask for and capture their preferred methods for receiving communications from you, too. Follow up with them regularly (but not so frequently as to be a nuisance) and check in to see what they’re working on to offer any assistance you may be able to provide on the topics they’re focusing on at that time.
Press Relations Take Time
Developing meaningful, win-win relationships with editors occurs over time. Start by identifying the editors in your area and contacting two or three of them.Then watch your relationships translate to opportunities to collaborate, with a potential by-product that you increase your firm’s recognition and establish your expertise, too.
For more information about branding or public relations ideas to promote your firm or services, contact Tamera Loerzel at tamera@convergencecoaching.com.
Practice
Perspectives
Article and Press Release Writings
Writing articles and press releases is one of the best ways to build your firm’s name recognition within your community and target markets - and even generate qualified leads without spending hard dollars. Through these activities, you can directly affect how readers perceive your firm and its products and services. By branding your firm in publications that are read by your target clients and prospects, you pave the way for your firm’s lead generation and selling activities.
Writing Articles
Once you’ve made contact with editors of the appropriate publications and asked them what types of topics they feel are important to their readers as we discussed in Leadership Lessons, brainstorm a list of possible ideas with abstracts and/or outlines to send them, along with an offer to either write the articles or serve as an expert resource for them on certain topics where you have expertise. If they express an interest in your ideas, offer them your biography and other press information kit items as outlined in Leadership Lessons, including your specific areas of experience that may be of interest to them. As you think of other topics that their readers would benefit from reading, be sure to call and share these ideas with them. Members of the press are always looking for applicable, timely news and you may offer some valuable answers in their time of need!
If you are offered the opportunity to write for a publication, be sure to request guidelines to help you meet the editor’s expectations, including:
Whether you should write in the first person (using words like “I,” “me,” and “you”) or 3rd person, which is less “personal” (using words like “some people” and “they”)
Whether you should include and/or do they want graphics or other tools to accompany the article
Approximately how many words your article should be
The due date
How they expect the article to be submitted (via e-mail in a Word document, for instance)
Once you have this information, it’s important to follow the editor’s directions! The due date is especially important because, in supplying it, the editor probably allowed themselves a certain amount of editing time before their own publication deadline. And, if you don’t make their deadlines and impact their ability to do their job, it can obviously impact the relationship and trust you are working hard to build.
As with any relationship, you’ll need to nurture the relationships with your editors in order to build up their confidence in you and your work. By meeting their deadlines and honoring your commitments to them, they will begin to reach out to you more often over time for your articles and to ask you to serve as an expert for other articles.
It’s also important to remember to do the “obvious” in article writing, such as:
Get the facts straight. Do not put anything in your article that isn’t 100%
accurate – and certainly nothing that may be offensive to readers.
Proofread. You might even want to take some time away from the article in between rounds of edits to gain perspective and take out any superfluous information.
Ask others to read the article, specifically those without your topic expertise to be sure it is easily understood by all who may read it.
Do a spelling and grammar check before submitting.
Respond without delay if the editor has questions after you’ve submitted your piece.
When submitting your article, provide a second contact in case you cannot be reached right away.
If writing isn’t one of your strengths or you lack the time, consider asking a ghost writer to write on your behalf so you and your firm can still benefit from the brand recognition that comes with having an article published.
Publishing Press Releases
Another way you can get your firm’s name in print is through press releases. Again, you want to target those publications that will be read by your ideal target clients and prospects. Some press release topics to consider include:
The addition of new employees or partners
A significant promotion in your firm
Awards your firm or staff members have received
The addition of large or recognizable new clients
To inform others about case studies
When you open a new office
To announce alliances or partnerships that you have formed
Be sure that your press announcements read like news rather than a firm sales pitch. To do this, just include the facts alone, including the “who, what, where, when, and how” involved. Consider having all these facts stated clearly in the beginning of your release so the reader gets the point of your message right away. It’s important to include quotes from appropriate parties – not only to break up the narrative, but also to make it more interesting. Also be sure to add a paragraph about your firm, called your firm’s “boilerplate,” at the bottom of the press release, probably beginning with your elevator pitch, and share how to contact someone at your firm for more information. Ask all involved parties, including those you quote, to review the press announcement before you finalize it and submit it to your press contacts.
Before you send the press release for publication, consider the date! You’ll want to be careful to avoid Fridays and the day before or after a holiday for your announcement release. We recommend issuing it on a Tuesday, Wednesday, or Thursday morning via fax and/or e-mail. Follow up the faxes and/or e-mails by calling each editor to ensure that he or she has received your announcement. And be prepared to be interviewed on the spot if you catch the editor live.
Having an article or press release published can have a powerful effect on your firm’s branding and name recognition pursuits.The exposure will position you as an expert in the topical area addressed, enhance your firm’s overall credibility in the marketplace, and potentially generate interest from both prospects and clients!
For more information about how to brand your firm through article and press release writing or other methods, contact Krista Remer at Krista@convergencecoaching.com
News News
An Extended CPE Video Course Offer
The discount offer on the self-study courses we developed in conjunction with the AICPA has been extended! For a limited time, you can purchase these two video-based CPE courses focused on accounting firm business development: Marketing: Successful Strategies for CPA Firms and Successful Selling Strategies for CPA Firmsat a significant discount of 15%.
When you and other members of your firm take ourMarketing: Successful Strategies for CPA Firmsvideo course you will have the tools to:
Understand the importance of your firm's brand identity and marketing strategy
Develop a cross-selling and client communication methodology
Develop and implement proven lead generation strategies
Create a firm-wide marketing calendar
When you have completed ourSuccessful Selling Strategies for CPA Firmsvideo course you will have the tools to:
Develop a sales culture in your practice
Implement a proven sales methodology
Develop a consistent sales process and manage your sales pipeline
The Successful Selling Strategies for CPA Firms course offers 8 CPE credits and is $150.00 for AICPA members and $187.50 for non-AICPA members for the DVD format. The Marketing: Successful Strategies for CPA Firms course offers 12 CPE credits and is available for $160.00 for AICPA members and $200.00 for non-AICPA members for the DVD format.
To take advantage of this special offer, use code GVwhen you place your DVD order at www.cpa2biz.com or call 1-888-777-7077 by no later than October 31, 2006.
Generate more opportunities for your practice by developing your firm's core competencies in marketing and selling and by implementing our proven marketing and sales strategies within your firm!
Upcoming Speaking Events!
The ConvergenceCoaching team will be attending and speaking at several events over the next several months, including:
September 26 Alliott Group Conference
Miami, FL www.alliottgroup.net Speaker: Jennifer Wilson
Presentation:
>Recruiting and Retaining the Brightest and the Best
October 9 Missouri Society of Certified Public Accountants MAP Conference
Kansas City, MO www.mapconference.com Speaker: Tamera Loerzel
Presentation:
> Creating a Culture of Ownership and Accountability
October 30 AICPA PCPS Large Firm Group Meeting
New York, NY www.aicpa.org/pcps Speaker: Jennifer Wilson
Presentations:
>New Partner Sources for Your Firm
>Managing Conflict Successfully
>Practicing in Concert - Gaining Partner and Firm Alignment
November 1 The Leading Edge Alliance
Miami, FL www.leadingedgealliance.com Speaker: Jennifer Wilson
Presentation:
>Strategic, Tactical & Succession Plans
November 6-7 Information Technology Alliance Conference
Scottsdale, AZ www.italliance.com Speaker: Tamera Loerzel
Presentation:
>Succession Planning: Preparing Your Firm to Run Without You
November 7 Nebraska Society of Certified Public Accountants Annual Meeting and Fall Conference
Lincoln, NE www.nescpa.org Speaker: Jennifer Wilson
Presentations:
>Recruiting Top Talent to Your Firm
>Managing Conflict Successfully (If Not Cheerfully!)
November 14 North Carolina Association of CPAs 67th Annual Symposium
Greensboro, NC www.ncacpa.org Speaker: Jennifer Wilson
Presentation:
>Preparing Your Firm to Run Without You
November 14-15 BDO Seidman Alliance Conference
Scottsdale, AZ www.bdo.com Speaker: Jennifer Wilson and Tamera Loerzel
Presentations:
>Practice Leaders Workshop: A Focus on Business Development
>Practice Leaders Workshop: A Focus on Succession Planning
We hope to see you at these conferences and others in the future. For a complete listing and future updates on topics to be presented, check out www.convergencecoaching.com/conferences.htm.
Please let us know if you will be attending any of these events. We'd love to catch up with you!
Upcoming Web Seminars!
The ConvergenceCoaching team offers a complimentary web seminar series designed to help you develop “soft” skills in a variety of areas, including leadership, marketing, sales, and human resources. We are also able to provide continuing professional education (CPE) credit for a small administration fee of $29.
Please watch your e-mail inbox for invitations and plan to join us for our upcoming 75-minute web seminars held at 11:00 a.m. ET:
September 21
October 17
Effective Communication and Meeting Skills
Top 10 Busy Season Strategies
Thinking About Training or Need a Speaker for a Conference or Event?
Our Presentations and Workshops Catalog contains course descriptions and other information about our speakers, training workshops, and presentations offered by ConvergenceCoaching. A downloadable version of the catalog is available on our web site at www.convergencecoaching.com/presentations.htm.
Whether you need staff and leadership training or need a speaker for a conference or event, our courses can be tailored to your specific practice or business objectives. In addition, we're always pleased to speak at industry events.
If you would like to discuss practice-based education, please contact us at Krista@convergencecoaching.com or call Krista Remer at (402) 891-6393.
Peer Review Opens the Door to Great Opportunities
If you’ve ever thought about becoming a peer reviewer, now is the perfect time! With over 32,000 firms participating in the Peer Review Program, demand in this important professional program has simply never been higher.
Peer review services will enhance your knowledge of professional standards and enable you to provide better service to your clients. When you become a peer reviewer, you’ll:
Be seen as an expert and gain the respect of your peers.
Identify the best practices of other firms and use them to sharpen your own skills and reinforce your accounting and auditing knowledge.
Receive referrals for additional services as a result of performing peer reviews.
Benefit the accounting profession with your skills.
Develop an additional profit center for your firm.
To qualify as a peer reviewer you must be an AICPA member, active in public practice at a supervisory level in accounting or auditing, and have five years of public accounting experience.
Enhance your skills, your market positioning, your practice, and the CPA profession by becoming a peer reviewer today!
Client Corner
Accounting Technology Feature
Congratulations to our client, RBSK Partners, PC, an accounting and consulting firm who was recently featured on the cover of Accounting Technology! The cover story details how RBSK’s software consulting services are helping their small business clients keep accurate financial records so they can spend their energies on their business - serving their customers. We know that other firms like RBSK will benefit from their experience and willingness to share with Accounting Technology readers. Great job!
Houston Top 25
We are pleased to announce that our client, Malone & Bailey, PC, has made the list of the top 25 largest accounting firms in Houston as a result of their commitment to growth and mission to provide their small public company clients with big-firm audit and reporting expertise while maintaining small-firm efficiency and service. We are so proud of your efforts!
Welcome New Clients!
The ConvergenceCoaching team welcomes our new clients to the Convergence circle of friends! Warmest welcome to:
M.J. Baker & Associates, Inc. in Avon Lake, OH
PayCycle in Palo Alto, CA
We are excited that you have taken the ConvergenceCoaching leap of faith and look forward to making a difference for you and introducing you to our network of clients and friends!
