Checklist for Exposure
Source: Journal of Accountancy Monthly Checklist Series.
Referrals
- Ask clients to introduce you if they like your work.
- Network with other CPAs who don’t do what you do.
- Small clients can refer large ones.
- Use the law of large numbers—the more clients you ask, the better.
Seminars
- Match the audience to your subject—create a homogeneous group so they will have the same interests.
- Communicate with participants before the event or as they arrive so you can incorporate them, without identification of course, into your talk.
Speaking at Conferences
· Contact a variety of organizations, including those in the accounting profession.
· Start modestly. You will not get invited to major events until you prove yourself.
· Make sure you adhere to the time schedule—don’t be too long or too short.
· Don’t expect slides to compensate for a poor presentation.
The Media
· Become known to reporters.
· Let them know you are available to comment on issues you know well.
· Call them back quickly.
· Editor’s note: Don’t try to respond on issues on which you have little or no expertise.
Writing
· Contact local and trade publications to find out if they will accept “bylined articles.” Make sure you know the publications’ themes so you can avoid submitting something that might be at variance with them.
· Strictly adhere to the editors’ requirements on word count, deadline, style, and content.
For more, see Journal of Accountancy, December 2004, or