Generic PR drive for accountants on the books

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 accountants.

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

accountants.



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

pounds 100,000.



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

films.



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.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.