How a Major Accountancy Firm Calculated the Value of PR Success
Thoughtful public relations campaign added up to success for chartered accountants
HOW DO you make tax planning and VAT work interesting?
With 125 years of pedigree as independent chartered accountants, Chiene+Tait love their work and wanted to ensure a wider audience knew about their passion and expertise. Despite that long history, the company had never used PR and was sceptical about possible results.
So we conceived a three-month campaign to showcase the company’s pedigree and the credentials of senior tax partner Helen Mackenzie, pictured, while targeting the rural, farming and estate media, as well as business titles.
The results of business story-telling was impressive:
- 25 significant items of coverage including articles in the Sunday Telegraph, The Scotsman, Total Investor, Intelligent Investor.
- Coverage in Scottish Field and four major farming titles
- Helen Mackenzie was quoted extensively across many articles
- Every article carried at least one of the agreed key messages
Key to success was recognising that tax planning is often considered an unpleasant chore – so we knew it would be crucial to deliver lively, people-focused stories. Our case studies offered advice to farmers on self-assessment tax returns and explained the tax pitfalls of auctioning family heirlooms.
Other themes included highlighting the tax burdens of owning ‘heritage’ properties and a producing a guide to the windfalls available by investing in forestry syndicates.
More background on the campaign and examples of the successful coverage across a huge range of different types of influential media titles, can be found in the our page PDF case study which can be downloaded by clicking this link.
Find out how your business can benefit from the kind of highly effective public relations campaigns included in our varied PR case studies
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