The Institute of Chartered Accountants - the professional body for
chartered accountants in England and Wales - is on the verge of
appointing its first PR agency in a bid to improve the image of
The account is estimated to have a budget of around pounds 500,000 -
although this may include advertising - with PR agency fees of up to
Other aims of the campaign are to position the Institute as an authority
on business matters and to raise its share of media voice on issues such
as the Budget.
Some individual firms in the crowded accountancy marketplace have
already embarked on campaigns to raise their own profiles. KPMG, for
example, has been proactive in its PR activities. It has run brand
awareness campaigns and has recently ventured into product placement in
The only generic branding push carried out by the ICA was a poster
advertising campaign in 1995.
A handful of top ten PR consultancies are understood to be on the pitch
list. A spokeswoman for the Institute, Gay Hinton, refused to be drawn
on details but said that ’no final decision’ had been made and that it
had to be approved in an executive meeting next Tuesday.
Media relations have up to now been handled in-house, although the ICA
has been using Hill and Knowlton to handle public affairs and government
relations since 1992.