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How to Create a Media Presence

Jeff Berdahl on MSNBC.com, Tom Smedile on CN8, and Jeff Spengler and a panel of CPAs on WPXI-TV: these are just a few members participating in PICPA’s media relations efforts. From May 1, 2006 to March 31, 2007 PICPA members have spoken to 89 reporters.

PICPA members have spoken to print, television, and radio reporters about myriad topics. In addition to traditional tax advice, CPAs are now the media resource on personal finance as a result of the national “Feed the Pig” financial literacy campaign. Our outreach to legislators regarding property tax reform and a growing interest with local earned income tax collection, have positioned us with reporters as knowledgeable, nonpartisan experts on these highly volatile issues. Business reporters have called us on CPA legislation, tax and accounting issues for small business, and trends in accounting firms. Why do they call us? Because they have learned that we can deliver a qualified, articulate, and local spokesperson to answer their questions. Our go-to people are the active, engaged PICPA leaders and committee members.

Our first calls frequently go to CPA Ambassadors, those members who have earned that distinction by participating in an intensive, all-day media training program developed by the AICPA and offered to selected PICPA leaders. If the CPA Ambassadors are not available, or are not knowledgeable about the story being reported, PICPA then turns to our leaders and committee members. Reporters often look for a local angle, so we contact our leadership on both the state and chapter level, and then drill down to specialty areas. We also look to committees related to the topic area, such as personal finance, federal tax, and Speakers Bureau. Because increasing our media presence is dependent upon the quality of our current referral, PICPA needs to know that each contact will represent the profession well.

There are two reasons why PICPA gets media calls. The first is when we identify an issue and pitch the story to the media. If a reporter is interested, we provide additional background information. The PICPA spokesperson is prepared with information we provide to bolster their own professional experiences.

The other instance in which we get reporters' calls is when they are working on a story and they need a source fast. They want to speak to someone quickly, usually with a local connection to the story. Sometimes, they want a quote from a local CPA, other times, they may need clarification on a technical issue. Either way, when the call comes, the Communications Team gets to work!

If you want to be part of the PICPA media relations program, you can join some committees, make your expertise known to the chapter and state leadership, and sign up for the Speakers Bureau and indicate that you are willing to talk to the media. Engaged. Knowledgeable. Willing. Those are the qualities of a PICPA media spokesperson.