Foreword
Currently, there are well-established and time-tested set of standard PR-tools and technologies used by companies to effectively promote their brand, as well as manufactured goods and services. To understand what it includes, rather look at the list of services on the site of any PR-agency. However, all these tools have a different field of application. In one area of the laws prohibiting so much that it seems impossible to budge, not transgressing any one of them. Awesome room for creativity and research creative solutions! Another area is condemned society and impose taboos on certain methods of promotion. For example, tobacco companies are interested in recruiting new smokers. Ideally, of course, to inculcate in them the habit straight from school. It's no secret that many people are joining the ranks of smokers as a teenager. However, none of the tobacco company will not sponsor a children's holiday. Even if it is not expressly prohibited. This corporate social responsibility (CSR), On the contrary, many tobacco companies sponsor youth campaign, demonstrating thus its commitment to social behavior.
This article focuses on the characteristics and limits of application of PR-tools in the field of auditing and consulting. Some experience in this field allows you to identify the characteristics of contradictions; understand which ideas work and which do not.
Until the mid-90s. audit market in Russia was formed spontaneously, that the President of the Provisional Rules of audit activity in 1993 made a specific order. So, with the end of 1994 introduced mandatory certification of auditors, and since 1995 - the licensing of audit firms and individual auditors. In 2001 he was accepted and in 2002 joined the Federal Law № 119-FZ "On Auditing", which catalyze the process of moving towards a more civilized market. In 2003, a Code of the Russian audience. On the border of the 80s and 90s in Russia began to appear offices "big" then another "six". On the Russian side brought Treasury officials, employees of foreign agencies, experts in accounting. These were the first auditors. However, the Russian customers, these companies are reluctant to serve. Therefore, emerging Russian audit firms did not even consider "six" as their competitors.
At the moment the market of audit and consulting services can be regarded as settled. Over the past 10 years, the list of audit and consulting groups within the top 20 largest companies (rating agency "Expert") has remained virtually unchanged. In 2010, the list is practically not update. There is a "Big Four", have large Russian companies (often members of international networks) and there are medium and small audit firms, which are gradually absorbed by the larger and more prestigious institutions.
The essence of the profession
Auditing profession is essentially a tool of social control. Through public auditors should reliably find out what is actually involved in the business - in numbers, in terms of. The core values that underlie the audit profession - honesty, openness and ... privacy. This gives rise to a complex strategy of promotion of the audit profession as a professional arbitrator, who on the one hand - is subservient to the client, and the other - "society". This fundamental contradiction which can not but be concerned with the promotion of the company, and more - to wrap in their favor. Ideally, the auditor needs to achieve a degree of public confidence to him no questions "whether he's doing?", And it would be only one mention of the brand as a guarantee of quality. Accordingly, one of the key objectives of the marketer in the audit of the company - the formation of a clear brand attributes with an emphasis on rehearsal component.
Peculiarities and difficulties of PR-support of auditors
• Many (if not critical) value has a reputation.
Just one of the scandal, in which the audit firm is involved, directly or indirectly, to lose all clients. The company Arthur Andersen after the collapse of ENRON was forced to close. In a difficult situation is PnceWaterhouseCoopers after the Yukos affair. However, the reputation of PwC, may not suffer greatly. The Yukos case is controversial, and many experts do not doubt the professionalism of the former auditor of the company, Yukos, especially after the public announcement of the extension of the PWC contract with "Gazprom".
• Not accepted loudly assert itself.
This is a direct consequence of the Code of the auditor, who says that "no offer (audit) services through coercion or imposition." However, in the opinion of market participants, direct advertising is ineffective because it does not inspire confidence. Similar effects have articles about the company, bearing a distinct ad group. Much more important is the pool of "brand" of customers, the availability of letters of recommendation. •
Scope of the audit no less conservative banking.
Too bright and creative solutions can alienate potential customers. There feeling that the company is focused on the external design of the brand, and not on the important factors for the client, such as the quality of services. Too look undignified attempt to attract attention in this way. Conservatism and moderation applies to those who are willing to comment on the audit of the company. As a rule, they tend to refrain from problems of a political group, not light next to the scandals and so forth.
• auditing profession itself is invisible to the general population.
Audit firms in their work in contact with a small group of individuals: Finance Department, Accountant, CEO. The main part of the employees of the client company, at best, can know that this company is audited on a regular basis, hardly more. What can we say about the mass popularity? In addition, the output of the audit of the company have a product, much of which is strictly confidential. Political consultants and other experts are often invited in television programs. Auditors rarely appear on television. An exception may be only "business channels" such as Expert TV or RBC. Increasingly expert opinion on a particular topic can be heard on the radio (Finam FM. Business FM or Echo of Moscow). But these communication channels are not so many and, in addition, for the medium-sized audit firms active PR-tool is expensive. Expect free interviews can basically known brand companies of the top-10.
However, high-profile cases (such as the already mentioned ENRON and Yukos) attract attention and cause some interest in the profession, though with a hint of scandal.
• Auditors difficult to catch in the workplace.
But some experts speakers simply elusive. The specificity of the profession is that experts often work on the road, and therefore is not always readily available. In our experience, the journalists do not like to wait for a comment. If a representative of the well-known publications he contacted the PR-manager, he usually sets strict deadlines for the preparation of the material or ask directly link it to an expert for a telephone interview.
• Without policy.
Auditors prefer not to comment on political events. If part of their image - economic fairness and objectivity, the policy as "concentrated economics" the more inviolable. However, those auditors who dare to comment on political events may be eligible for a special citation index and the status of "exclusive expert" (auditor - on the policy). And these experts already have, for example, "Finexpertise."
target Audiences
Target audiences for the auditors, the so-called decision-makers (decision makers) are business owners and boards of directors, CEOs, CFOs (CFO), and chief accountants and bookkeepers.
Owners. The main channel of communication for business owners - the people of his circle. Opinions, advice and tips of the same in terms of company owners have a decisive impact on the outcome of the selection of the auditor. Other ways from standard (through the press, business television, seminars and conferences) to the owners of firms "reach out" is unlikely.
Boards of directors. Lobbying, lobbying and lobbying again. Thin technology making an offer you can not refuse.
CEOs. This high-flying managers who attend important professional conferences, browsing the ratings business press and listen to the opinion of financial directors and chief accountants.
CFOs. Recently, a number of magazines specifically for this circle - "CFO", "Club of Financial Directors», «FD (Financial Director), so that the problem of penetration into their consciousness greatly simplified.
Accountants. These people are constantly engaged in dialogue with the "Consultant", "1 C" and "Guarantor", they like large text arrays, and the way to their heart one - specialized magazines.
It is recommended to begin the ascent must gradually - first become familiar in the pages of the trade press, and then try themselves as experts for business weekly and daily newspapers and electronic media, and then move on to the press conferences, briefings and press tours. The main thing is to move along the path of PR incessantly, or stop - even if forced, can make to start over.
PR-tools: Classical and "What's New"
What is left to do in this difficult situation? Especially if the company is not related to leading figures, and, say, on the list of 50 successful ACG? Market, though well-established, but it is still highly competitive: According to the Finance in September 2011, the SRO auditors 5238 registered audit firms, including Moscow and the region accounts for 2011 companies authorized to carry out audit. Significant impact on the increase in the level of competition and a sharp reduction in the number of clients on statutory audit had 307 amendments to the Federal Law "On Compulsory audit", which came into force in 2009 (criteria for companies who are subject to the statutory audit have been increased by 8 times!). According to RA "Expert" in 2011-2012 "can predict a further decline in revenues from the statutory audit services." In other words, the competition will only grow!
There is the classic method, the most common and accepted in the field of auditing. This conservative reparative capacity of capital, ie positioning yourself as an expert through the establishment of permanent streams - Articles from the company and requests for comment to the company. You can do this regularly preparing comments to the latest news, opinion articles on special and economic topics, participating in the ratings, naprashivayas in TV and radio programs, etc.. Auditing company shows himself an expert in their field, a true professional. The pinnacle of the classical PR-method can be considered as entry into the expert advice of a specialist magazine.
You can go the less traditional way: to participate in television programs for a mass audience, rather than a business, carry out marketing campaign "lower prices", "skid-person campaign," to make films and in films and so on.
Or, you can, for example, to personalize the Star auditing company to a brand associated with a person, rather than an abstract symbol. But then you need to consider two polar views. First, the excessive brightness of the doubt in solidity. And second, the tendency of borrowing marketing techniques from other areas of business is often advantageous. It remains to make a decision - to risk for a relatively rapid achievement of fame or walk without stopping, a classic swing.
1 Comments (No comment?)
In terms of positioning in the field of auditing the most interesting specialty (accounting, as well as by type of audit - banking, insurance, investment and so on. Edition) and the business media. Comments - form small in size but very effective. As a rule, they do not require much time and effort to prepare, which is very convenient.
However, the difficulty is that the market itself is quite stable for audit services. We have already mentioned that every year new players getting smaller, or they do not substantially change the overall picture. So the comments on this subject are in demand about twice a year - when the "Expert RA" and "Expert RA (Ukraine)," Finance "," Kommersant-Money "and" Yunipraveks "and so on. Publish their ratings of audit firms.
PR-managers are forced to look for additional opportunities. Practice shows that the auditors' opinion the most in demand in the articles devoted to accounting and taxation. However, the situation with the business media, this remit too narrow. "Kommersant", "Vedomosti" and "RBC daily» little concern to accounting matters. Business weeklies also are not interested in these topics. It remains only to taxation. In these books there are journalists who specialize in the subject of taxes. In this case, the newspaper "Kommersant" and "Vedomosti" prefer to commentators themselves took the initiative and suggested topics. It may be some trends that managed to fix the auditors' own observations about the current processes - in short, all the things that will help to present the news in a more interesting angle, or even see the news where it is not noticed by competitors. And to offer you a few themes to choose one, of course, will not. Drafting plans in daily newspapers - especially the secret thing.
Best of all, when the auditing firm engaged in parallel to the core business of conducting research. Their results may be interested journalists. For example, in 2010 jointly to B and RBC jointly organized a large-scale study on the demand for business process outsourcing in foreign companies in Russia. Launch of the project was preceded by a press conference, which was widely covered in the media. It is obvious that such a PR-move helped raise brand awareness BDO as a company providing including outsourcing services.
Results of the study are interested in the rating agencies and the business media, and in some places on the study referred to so far, although enough time has passed. In this case, PR-department does not expend effort to provide these publications.
Another possible field for the self - is commenting on legal issues. To do this, the audit firm also has possibilities: as a rule, companies contain a large staff of experts in law. However, in this thread audit and consulting groups compete with law firms. They are more willing to take comments. And it is not in the professionalism of the matter is the title - "legal advice, law firm, law." However, now in the media space, a new magazine publishing house "Aktion-Media" - "Associate Company", which is open to auditors.
Special topics should comment specialists. If the articles covering a macroeconomic issue, says the auditor, it does not look very solid. In the editions of the "Kommersant", "Vedomosti" and "RBC daily» no shortage of commentators, so a journalist can pick up any suitable candidate.
Nevertheless, many of the major accounting firms have guessed how you can avoid these stereotypes and artificially increase their capacity to comment. The company «BDO» there Macroeconomic Research Center, at the FBK - Department of Strategic Analysis, as well as the publishing house "FBK-press" and the Economic and Law School FBK. It is difficult to say whether these structures are organized specifically, but a fact - it really works. FBK and «BDO» comment on almost all economic issues. And on the corporate website "FinExpertiza" laid press clipping - a document that describes the activity of the company in the media for a certain period of time.
Specialized publications less finicky. Easier to work with them, partly because they regularly have difficulty finding a suitable speaker, in part because the accounting, which turn up his nose from the business media - is exactly what interests them. Therefore, the publication "Uchet.Nalogi.Pravo", "Practical Tax Planning", "Calculation", "Chief Accountant", "Moscow accountant", "Financial Gazette" and so forth. In the state have a special person who is responsible for working with the commentators - Editor to work with external authors - and often themselves initiate contact.
articles
Articles of interest mainly specialized publications. Content of many of them fully formed on the basis of materials written by practitioners. "Financial Gazette", "IFRS: Practical Applications", "Chief Financial Officer», «Financial Director» (Russian edition of the British magazine) "Hot Line Accounting", "Accounting: simple, clear, practical," "Securities Market" and etc.. regularly expelled editorial plans reviewers, so that they have prepared the article.
This is a more time-consuming than commenting. From the point of view of the speaker, not a PR-department. Auditors - people employed and in the workplace, they are not always: it is difficult to find the time to write a full-fledged serious article. Even the comment in a specialized publication often takes a tremendous amount of time: it is necessary to answer the question so that the person receiving the reply, could immediately apply it in practice. In the audit firms that have just started to think about the necessity of PR-support, the obligation to comment is often the responsibility of the employees in addition to their main job. Naturally, this duty as an extra and perceived. That is, as an extra burden. In this case, the task of PR-manager - is designed to motivate the expert to make sure, as far as media coverage is important for the company, is one of the key competences of specialist PR-ability to build not only communication, but communication within the company (internal PR).
If the audit company has positioned itself in a particular segment of the market, in our view, it makes sense to publish articles and comments in trade magazines.
For example, audit and consulting group "Ural Union" positioning yourself as an expert in the field of housing and communal services, regularly publishes articles and commentary in the journal "Housing: Journal of the head and chief accountant."
There is an option that does not require additional time spent by staff in providing specialized publication materials consultations rendered to customers. Based on them can be made paper or they will be used in headings like "question-answer". Such materials audit companies place on their websites in the "advice from our experts," demonstrating a deep understanding of customer problems and stimulating in this way the demand for consulting services.
About a little-known company is difficult to publish an article. This information is not interesting. And if they are interested in, the log format can not assume the possibility to publish such material. To purchase fame via comments and articles, you need to go not only regularly, but also frequent. And even in this case, potentially interested audience is unlikely to be specifically seek information about the company. If, however, in the same issue will be published ads audit firm, the signature on the comment or article supplemented with a certain visual image. From there, the reader can gain information about the list of services. As a result, the chances that the company name will be remembered, and in the right context, are greatly increased. Good marketing move - the publication of the advertising module about the upcoming event with brief information about the company.
Should be considered very successful advertising "in context". This refers to the purchase of units in the press and on the Internet at the time of publication of professional ratings agency "Expert", "Kommersant-money", "Yunipraveks" magazine "Finance". This type of advertising is rather an image for the company. To assess the effect difficult. With regard to contextual advertising Yandex Direct, then it does not work apart from the CEO-promotion as associate customers with paid. It is best when the site is displayed in the list of top 15-20 Yandex and parallel Direct.
It is interesting to note that in times of crisis, many accounting firms began to use non-traditional audit market marketing tools. On corporate sites can often be seen announcements of promotions that promise the customer a variety of discounts, such as "When ordering the audit, the client receives a 25% discount on other services," or "When ordering through the site, a 10% discount", "first free consultation", etc. . Such tools have always been characteristic of the real sector of the market, where the key role is played by «Trade Marketing" However, according to the marketing audit companies, like promotions and discounts show current customers - a high level of loyalty and new customers - a flexible pricing policy of the Company.
However, the list of the best can be very long, and your accounting firm can take in it is not the first place. It is easy to get lost. However, each rating is usually accompanied by an analytical article, which, apart from journalistic findings, there are opinions of the companies represented in the rankings. Commenting on the results of the rating and identified trends, you can multiply the PR-effect of their own participation.
Most respectable ratings - objective, participation in which is free or a reasonable price. Four of them: "Expert RA" (in 1995), "Kommersant. Money "(2001)," Finance. "(2005) and" The News "(1999).
The journalists' seminar for accountants "love to come to such events and make reports.
Given vysokokonkuretnuyu environment in the organization of seminars on accounting and taxation, be sure to pay attention to the event for a specific industry. As an example, auditing and consulting group "Ural Union", which periodically organizes workshops for accounting services of the housing sector, while not forgetting about announcing events on industry portals and thematic journals.
This format sees another plus. Participants share common problems related to accounting and taxation. In addition, they will have the opportunity to hear the views of colleagues and share their own. For, in fact, the workshop - professional platform for sharing experiences. And it will agree, interesting and useful. Yes, and "sell" this seminar easier. In our view, it is not necessary to carry out all the free seminars. Suggest a nominal cost. As said, the chief accountant of a large company, "If the seminar was paid, I would have come as an interesting topic for me. But the free cheese is only in a mousetrap. "Draw your own conclusions.
Live conference.
Recently, with the rapid development of the Internet industry popularity among online conferences and seminars. For example, the online resource "Russian Tax Portal" actively involves auditing companies to participate in such events. Only in 2011, has conducted more than 15 online conferences on various topics related to accounting, tax accounting, labor law, etc. .. As an example, the outsourcing division of BDO, which experts participated in the conference "Taxation VAT banks. Tax planning. "If we talk about the PR-effect, it is still, after half a year, information about the event is indexed in the Internet space.
Joint activities with clients.
Conducting joint activities with clients. The format of "joint" events allows you to convey to the potential client has successfully completed projects from the mouth of the result of the Company's customers satisfied. As an example, conferences ECOPSY and IBS
Collaborative activities with industry media.
You can offer to industry publications Information Partnership. Auditing company offers participants magazine for reference and revision or advertising service puts seminar announcement on the website and in the publication. Or, for example, announcing the event by sending among its subscribers.
For example, the company ARNI Polaris International participated in the program "Second Breath" on TV "Home." Audit firm needed a new employee, and she decided to find it by resorting to non-standard method of recruiting. Among the three candidates selected edited programs and personnel department ARNI Polaris International, right on the TV screen was chosen as one. As a result, the audit company has not only found a new employee, but also secured a presence on television.
It is clear that in this way a new client do not bring, because the connection between the audience and the program key audience for ARNI obvious. However, the task of raising their own fame and gain a bunch of "ARNI - auditing firm" has been reached.
You can organize the campaign aimed at drawing attention to a problem of a cultural nature. In the selection of the problem, of course, can be guided by their own preferences: ballet, drama theater, opera, painting, jazz and so on. Basically conservative auditing corresponds more classic. But by and large there are no restrictions. The action itself can also be any: whether the planting of trees in favor of something or whatever else.
• Activities aimed at raising the profile of private sector
These activities are primarily aimed at improving their status in the professional community. This may be involved in the development of standards, and training to improve the level of professional qualifications in general, the establishment of awards - for professionalism, transparency, and so forth.
This kind of activity is not very common among audit firms (with the possible exception of large international networks). However, ideologically suits them. Audit as a tool of social control was quite adequate to support some of the problem areas: whether to preserve the cultural heritage or child care. Some accounting firms conduct a free audit for charities, others - Times New Year visiting orphanages, etc.
Self-regulatory organizations, magazines, newspapers hold contests. For example, "Best Accountant", "Best Auditor", "Brand of the Year", "Best Auditing Company", etc. Analyze this information and motivate colleagues to participate in such activities. In any case, regardless of the outcome, you get a diploma of the participant of the contest, which you can place on your website or presentation.
Another way to PR your company in the media - participation in sports activities. A striking example - corporate curling tournament, which carries a sports club "New League", involving large and medium-sized companies from different areas. For a relatively low cost PR organizers provide your company in the media, including on TV (TV channel center, sports, etc..). In addition, during the tournament have the opportunity to meet with representatives of different companies, perhaps among them will be potential customers. Example - sports club "New League".
Currently, there are well-established and time-tested set of standard PR-tools and technologies used by companies to effectively promote their brand, as well as manufactured goods and services. To understand what it includes, rather look at the list of services on the site of any PR-agency. However, all these tools have a different field of application. In one area of the laws prohibiting so much that it seems impossible to budge, not transgressing any one of them. Awesome room for creativity and research creative solutions! Another area is condemned society and impose taboos on certain methods of promotion. For example, tobacco companies are interested in recruiting new smokers. Ideally, of course, to inculcate in them the habit straight from school. It's no secret that many people are joining the ranks of smokers as a teenager. However, none of the tobacco company will not sponsor a children's holiday. Even if it is not expressly prohibited. This corporate social responsibility (CSR), On the contrary, many tobacco companies sponsor youth campaign, demonstrating thus its commitment to social behavior.
This article focuses on the characteristics and limits of application of PR-tools in the field of auditing and consulting. Some experience in this field allows you to identify the characteristics of contradictions; understand which ideas work and which do not.
On the market
Until the mid-90s. audit market in Russia was formed spontaneously, that the President of the Provisional Rules of audit activity in 1993 made a specific order. So, with the end of 1994 introduced mandatory certification of auditors, and since 1995 - the licensing of audit firms and individual auditors. In 2001 he was accepted and in 2002 joined the Federal Law № 119-FZ "On Auditing", which catalyze the process of moving towards a more civilized market. In 2003, a Code of the Russian audience. On the border of the 80s and 90s in Russia began to appear offices "big" then another "six". On the Russian side brought Treasury officials, employees of foreign agencies, experts in accounting. These were the first auditors. However, the Russian customers, these companies are reluctant to serve. Therefore, emerging Russian audit firms did not even consider "six" as their competitors.
At the moment the market of audit and consulting services can be regarded as settled. Over the past 10 years, the list of audit and consulting groups within the top 20 largest companies (rating agency "Expert") has remained virtually unchanged. In 2010, the list is practically not update. There is a "Big Four", have large Russian companies (often members of international networks) and there are medium and small audit firms, which are gradually absorbed by the larger and more prestigious institutions.
The essence of the profession
Auditing profession is essentially a tool of social control. Through public auditors should reliably find out what is actually involved in the business - in numbers, in terms of. The core values that underlie the audit profession - honesty, openness and ... privacy. This gives rise to a complex strategy of promotion of the audit profession as a professional arbitrator, who on the one hand - is subservient to the client, and the other - "society". This fundamental contradiction which can not but be concerned with the promotion of the company, and more - to wrap in their favor. Ideally, the auditor needs to achieve a degree of public confidence to him no questions "whether he's doing?", And it would be only one mention of the brand as a guarantee of quality. Accordingly, one of the key objectives of the marketer in the audit of the company - the formation of a clear brand attributes with an emphasis on rehearsal component.
Peculiarities and difficulties of PR-support of auditors
• Many (if not critical) value has a reputation.
Just one of the scandal, in which the audit firm is involved, directly or indirectly, to lose all clients. The company Arthur Andersen after the collapse of ENRON was forced to close. In a difficult situation is PnceWaterhouseCoopers after the Yukos affair. However, the reputation of PwC, may not suffer greatly. The Yukos case is controversial, and many experts do not doubt the professionalism of the former auditor of the company, Yukos, especially after the public announcement of the extension of the PWC contract with "Gazprom".
• Not accepted loudly assert itself.
This is a direct consequence of the Code of the auditor, who says that "no offer (audit) services through coercion or imposition." However, in the opinion of market participants, direct advertising is ineffective because it does not inspire confidence. Similar effects have articles about the company, bearing a distinct ad group. Much more important is the pool of "brand" of customers, the availability of letters of recommendation. •
Scope of the audit no less conservative banking.
Too bright and creative solutions can alienate potential customers. There feeling that the company is focused on the external design of the brand, and not on the important factors for the client, such as the quality of services. Too look undignified attempt to attract attention in this way. Conservatism and moderation applies to those who are willing to comment on the audit of the company. As a rule, they tend to refrain from problems of a political group, not light next to the scandals and so forth.
• auditing profession itself is invisible to the general population.
Audit firms in their work in contact with a small group of individuals: Finance Department, Accountant, CEO. The main part of the employees of the client company, at best, can know that this company is audited on a regular basis, hardly more. What can we say about the mass popularity? In addition, the output of the audit of the company have a product, much of which is strictly confidential. Political consultants and other experts are often invited in television programs. Auditors rarely appear on television. An exception may be only "business channels" such as Expert TV or RBC. Increasingly expert opinion on a particular topic can be heard on the radio (Finam FM. Business FM or Echo of Moscow). But these communication channels are not so many and, in addition, for the medium-sized audit firms active PR-tool is expensive. Expect free interviews can basically known brand companies of the top-10.
However, high-profile cases (such as the already mentioned ENRON and Yukos) attract attention and cause some interest in the profession, though with a hint of scandal.
• Auditors difficult to catch in the workplace.
But some experts speakers simply elusive. The specificity of the profession is that experts often work on the road, and therefore is not always readily available. In our experience, the journalists do not like to wait for a comment. If a representative of the well-known publications he contacted the PR-manager, he usually sets strict deadlines for the preparation of the material or ask directly link it to an expert for a telephone interview.
• Without policy.
Auditors prefer not to comment on political events. If part of their image - economic fairness and objectivity, the policy as "concentrated economics" the more inviolable. However, those auditors who dare to comment on political events may be eligible for a special citation index and the status of "exclusive expert" (auditor - on the policy). And these experts already have, for example, "Finexpertise."
target Audiences
Target audiences for the auditors, the so-called decision-makers (decision makers) are business owners and boards of directors, CEOs, CFOs (CFO), and chief accountants and bookkeepers.
Owners. The main channel of communication for business owners - the people of his circle. Opinions, advice and tips of the same in terms of company owners have a decisive impact on the outcome of the selection of the auditor. Other ways from standard (through the press, business television, seminars and conferences) to the owners of firms "reach out" is unlikely.
Boards of directors. Lobbying, lobbying and lobbying again. Thin technology making an offer you can not refuse.
CEOs. This high-flying managers who attend important professional conferences, browsing the ratings business press and listen to the opinion of financial directors and chief accountants.
CFOs. Recently, a number of magazines specifically for this circle - "CFO", "Club of Financial Directors», «FD (Financial Director), so that the problem of penetration into their consciousness greatly simplified.
Accountants. These people are constantly engaged in dialogue with the "Consultant", "1 C" and "Guarantor", they like large text arrays, and the way to their heart one - specialized magazines.
It is recommended to begin the ascent must gradually - first become familiar in the pages of the trade press, and then try themselves as experts for business weekly and daily newspapers and electronic media, and then move on to the press conferences, briefings and press tours. The main thing is to move along the path of PR incessantly, or stop - even if forced, can make to start over.
PR-tools: Classical and "What's New"
What is left to do in this difficult situation? Especially if the company is not related to leading figures, and, say, on the list of 50 successful ACG? Market, though well-established, but it is still highly competitive: According to the Finance in September 2011, the SRO auditors 5238 registered audit firms, including Moscow and the region accounts for 2011 companies authorized to carry out audit. Significant impact on the increase in the level of competition and a sharp reduction in the number of clients on statutory audit had 307 amendments to the Federal Law "On Compulsory audit", which came into force in 2009 (criteria for companies who are subject to the statutory audit have been increased by 8 times!). According to RA "Expert" in 2011-2012 "can predict a further decline in revenues from the statutory audit services." In other words, the competition will only grow!
There is the classic method, the most common and accepted in the field of auditing. This conservative reparative capacity of capital, ie positioning yourself as an expert through the establishment of permanent streams - Articles from the company and requests for comment to the company. You can do this regularly preparing comments to the latest news, opinion articles on special and economic topics, participating in the ratings, naprashivayas in TV and radio programs, etc.. Auditing company shows himself an expert in their field, a true professional. The pinnacle of the classical PR-method can be considered as entry into the expert advice of a specialist magazine.
You can go the less traditional way: to participate in television programs for a mass audience, rather than a business, carry out marketing campaign "lower prices", "skid-person campaign," to make films and in films and so on.
Or, you can, for example, to personalize the Star auditing company to a brand associated with a person, rather than an abstract symbol. But then you need to consider two polar views. First, the excessive brightness of the doubt in solidity. And second, the tendency of borrowing marketing techniques from other areas of business is often advantageous. It remains to make a decision - to risk for a relatively rapid achievement of fame or walk without stopping, a classic swing.
1 Comments (No comment?)
In terms of positioning in the field of auditing the most interesting specialty (accounting, as well as by type of audit - banking, insurance, investment and so on. Edition) and the business media. Comments - form small in size but very effective. As a rule, they do not require much time and effort to prepare, which is very convenient.
However, the difficulty is that the market itself is quite stable for audit services. We have already mentioned that every year new players getting smaller, or they do not substantially change the overall picture. So the comments on this subject are in demand about twice a year - when the "Expert RA" and "Expert RA (Ukraine)," Finance "," Kommersant-Money "and" Yunipraveks "and so on. Publish their ratings of audit firms.
PR-managers are forced to look for additional opportunities. Practice shows that the auditors' opinion the most in demand in the articles devoted to accounting and taxation. However, the situation with the business media, this remit too narrow. "Kommersant", "Vedomosti" and "RBC daily» little concern to accounting matters. Business weeklies also are not interested in these topics. It remains only to taxation. In these books there are journalists who specialize in the subject of taxes. In this case, the newspaper "Kommersant" and "Vedomosti" prefer to commentators themselves took the initiative and suggested topics. It may be some trends that managed to fix the auditors' own observations about the current processes - in short, all the things that will help to present the news in a more interesting angle, or even see the news where it is not noticed by competitors. And to offer you a few themes to choose one, of course, will not. Drafting plans in daily newspapers - especially the secret thing.
Best of all, when the auditing firm engaged in parallel to the core business of conducting research. Their results may be interested journalists. For example, in 2010 jointly to B and RBC jointly organized a large-scale study on the demand for business process outsourcing in foreign companies in Russia. Launch of the project was preceded by a press conference, which was widely covered in the media. It is obvious that such a PR-move helped raise brand awareness BDO as a company providing including outsourcing services.
Results of the study are interested in the rating agencies and the business media, and in some places on the study referred to so far, although enough time has passed. In this case, PR-department does not expend effort to provide these publications.
Another possible field for the self - is commenting on legal issues. To do this, the audit firm also has possibilities: as a rule, companies contain a large staff of experts in law. However, in this thread audit and consulting groups compete with law firms. They are more willing to take comments. And it is not in the professionalism of the matter is the title - "legal advice, law firm, law." However, now in the media space, a new magazine publishing house "Aktion-Media" - "Associate Company", which is open to auditors.
Special topics should comment specialists. If the articles covering a macroeconomic issue, says the auditor, it does not look very solid. In the editions of the "Kommersant", "Vedomosti" and "RBC daily» no shortage of commentators, so a journalist can pick up any suitable candidate.
Nevertheless, many of the major accounting firms have guessed how you can avoid these stereotypes and artificially increase their capacity to comment. The company «BDO» there Macroeconomic Research Center, at the FBK - Department of Strategic Analysis, as well as the publishing house "FBK-press" and the Economic and Law School FBK. It is difficult to say whether these structures are organized specifically, but a fact - it really works. FBK and «BDO» comment on almost all economic issues. And on the corporate website "FinExpertiza" laid press clipping - a document that describes the activity of the company in the media for a certain period of time.
Specialized publications less finicky. Easier to work with them, partly because they regularly have difficulty finding a suitable speaker, in part because the accounting, which turn up his nose from the business media - is exactly what interests them. Therefore, the publication "Uchet.Nalogi.Pravo", "Practical Tax Planning", "Calculation", "Chief Accountant", "Moscow accountant", "Financial Gazette" and so forth. In the state have a special person who is responsible for working with the commentators - Editor to work with external authors - and often themselves initiate contact.
articles
Articles of interest mainly specialized publications. Content of many of them fully formed on the basis of materials written by practitioners. "Financial Gazette", "IFRS: Practical Applications", "Chief Financial Officer», «Financial Director» (Russian edition of the British magazine) "Hot Line Accounting", "Accounting: simple, clear, practical," "Securities Market" and etc.. regularly expelled editorial plans reviewers, so that they have prepared the article.
This is a more time-consuming than commenting. From the point of view of the speaker, not a PR-department. Auditors - people employed and in the workplace, they are not always: it is difficult to find the time to write a full-fledged serious article. Even the comment in a specialized publication often takes a tremendous amount of time: it is necessary to answer the question so that the person receiving the reply, could immediately apply it in practice. In the audit firms that have just started to think about the necessity of PR-support, the obligation to comment is often the responsibility of the employees in addition to their main job. Naturally, this duty as an extra and perceived. That is, as an extra burden. In this case, the task of PR-manager - is designed to motivate the expert to make sure, as far as media coverage is important for the company, is one of the key competences of specialist PR-ability to build not only communication, but communication within the company (internal PR).
If the audit company has positioned itself in a particular segment of the market, in our view, it makes sense to publish articles and comments in trade magazines.
For example, audit and consulting group "Ural Union" positioning yourself as an expert in the field of housing and communal services, regularly publishes articles and commentary in the journal "Housing: Journal of the head and chief accountant."
There is an option that does not require additional time spent by staff in providing specialized publication materials consultations rendered to customers. Based on them can be made paper or they will be used in headings like "question-answer". Such materials audit companies place on their websites in the "advice from our experts," demonstrating a deep understanding of customer problems and stimulating in this way the demand for consulting services.
3 Advertising
I must say, despite the ineffectiveness of direct marketing, in auditing, in some cases, it can provide a positive effect. If a certain level of awareness must be achieved in a short time, and the company "is well known, only in narrow circles," advertising can be a catalyst, acting as an additional tool.About a little-known company is difficult to publish an article. This information is not interesting. And if they are interested in, the log format can not assume the possibility to publish such material. To purchase fame via comments and articles, you need to go not only regularly, but also frequent. And even in this case, potentially interested audience is unlikely to be specifically seek information about the company. If, however, in the same issue will be published ads audit firm, the signature on the comment or article supplemented with a certain visual image. From there, the reader can gain information about the list of services. As a result, the chances that the company name will be remembered, and in the right context, are greatly increased. Good marketing move - the publication of the advertising module about the upcoming event with brief information about the company.
Should be considered very successful advertising "in context". This refers to the purchase of units in the press and on the Internet at the time of publication of professional ratings agency "Expert", "Kommersant-money", "Yunipraveks" magazine "Finance". This type of advertising is rather an image for the company. To assess the effect difficult. With regard to contextual advertising Yandex Direct, then it does not work apart from the CEO-promotion as associate customers with paid. It is best when the site is displayed in the list of top 15-20 Yandex and parallel Direct.
It is interesting to note that in times of crisis, many accounting firms began to use non-traditional audit market marketing tools. On corporate sites can often be seen announcements of promotions that promise the customer a variety of discounts, such as "When ordering the audit, the client receives a 25% discount on other services," or "When ordering through the site, a 10% discount", "first free consultation", etc. . Such tools have always been characteristic of the real sector of the market, where the key role is played by «Trade Marketing" However, according to the marketing audit companies, like promotions and discounts show current customers - a high level of loyalty and new customers - a flexible pricing policy of the Company.
4 Participation in ratings
Ratings - are numbers, and the numbers look solid and credible. Place in the ranking often tells potential customers more than membership in the advisory council of several specialized publications. Many tenders one of the requirements is the position of the auditor in the top 10 or top 20.However, the list of the best can be very long, and your accounting firm can take in it is not the first place. It is easy to get lost. However, each rating is usually accompanied by an analytical article, which, apart from journalistic findings, there are opinions of the companies represented in the rankings. Commenting on the results of the rating and identified trends, you can multiply the PR-effect of their own participation.
Most respectable ratings - objective, participation in which is free or a reasonable price. Four of them: "Expert RA" (in 1995), "Kommersant. Money "(2001)," Finance. "(2005) and" The News "(1999).
5 Conducting seminars and free consultations
Expert status can also be confirmed by conducting seminars and participating in conferences. So you show that not only talking about your professionalism, but also work. To enhance the effect of the event, you can prepare materials based on it: compilations FAQ, articles and so on. Such materials will welcome special editions.The journalists' seminar for accountants "love to come to such events and make reports.
Given vysokokonkuretnuyu environment in the organization of seminars on accounting and taxation, be sure to pay attention to the event for a specific industry. As an example, auditing and consulting group "Ural Union", which periodically organizes workshops for accounting services of the housing sector, while not forgetting about announcing events on industry portals and thematic journals.
This format sees another plus. Participants share common problems related to accounting and taxation. In addition, they will have the opportunity to hear the views of colleagues and share their own. For, in fact, the workshop - professional platform for sharing experiences. And it will agree, interesting and useful. Yes, and "sell" this seminar easier. In our view, it is not necessary to carry out all the free seminars. Suggest a nominal cost. As said, the chief accountant of a large company, "If the seminar was paid, I would have come as an interesting topic for me. But the free cheese is only in a mousetrap. "Draw your own conclusions.
Live conference.
Recently, with the rapid development of the Internet industry popularity among online conferences and seminars. For example, the online resource "Russian Tax Portal" actively involves auditing companies to participate in such events. Only in 2011, has conducted more than 15 online conferences on various topics related to accounting, tax accounting, labor law, etc. .. As an example, the outsourcing division of BDO, which experts participated in the conference "Taxation VAT banks. Tax planning. "If we talk about the PR-effect, it is still, after half a year, information about the event is indexed in the Internet space.
Joint activities with clients.
Conducting joint activities with clients. The format of "joint" events allows you to convey to the potential client has successfully completed projects from the mouth of the result of the Company's customers satisfied. As an example, conferences ECOPSY and IBS
Collaborative activities with industry media.
You can offer to industry publications Information Partnership. Auditing company offers participants magazine for reference and revision or advertising service puts seminar announcement on the website and in the publication. Or, for example, announcing the event by sending among its subscribers.
6 Generation of information events
These techniques - a classic, it has resorted to the majority of companies aspiring to be present in the information field. They are solid and conservative. These tools provide a stable level of information presence. However, would not hurt to spend a few this background, bright stocks, which would allow time for it to capture the attention of your audit firm: hold hotline, seminars, master-class, and so forth.- • Participation in TV program
For example, the company ARNI Polaris International participated in the program "Second Breath" on TV "Home." Audit firm needed a new employee, and she decided to find it by resorting to non-standard method of recruiting. Among the three candidates selected edited programs and personnel department ARNI Polaris International, right on the TV screen was chosen as one. As a result, the audit company has not only found a new employee, but also secured a presence on television.
It is clear that in this way a new client do not bring, because the connection between the audience and the program key audience for ARNI obvious. However, the task of raising their own fame and gain a bunch of "ARNI - auditing firm" has been reached.
- • Non-profit event with cultural overtones
You can organize the campaign aimed at drawing attention to a problem of a cultural nature. In the selection of the problem, of course, can be guided by their own preferences: ballet, drama theater, opera, painting, jazz and so on. Basically conservative auditing corresponds more classic. But by and large there are no restrictions. The action itself can also be any: whether the planting of trees in favor of something or whatever else.
• Activities aimed at raising the profile of private sector
These activities are primarily aimed at improving their status in the professional community. This may be involved in the development of standards, and training to improve the level of professional qualifications in general, the establishment of awards - for professionalism, transparency, and so forth.
- • Sponsorship, charity
This kind of activity is not very common among audit firms (with the possible exception of large international networks). However, ideologically suits them. Audit as a tool of social control was quite adequate to support some of the problem areas: whether to preserve the cultural heritage or child care. Some accounting firms conduct a free audit for charities, others - Times New Year visiting orphanages, etc.
- • Participation in competitions
Self-regulatory organizations, magazines, newspapers hold contests. For example, "Best Accountant", "Best Auditor", "Brand of the Year", "Best Auditing Company", etc. Analyze this information and motivate colleagues to participate in such activities. In any case, regardless of the outcome, you get a diploma of the participant of the contest, which you can place on your website or presentation.
- • Participation in sports activities.
Another way to PR your company in the media - participation in sports activities. A striking example - corporate curling tournament, which carries a sports club "New League", involving large and medium-sized companies from different areas. For a relatively low cost PR organizers provide your company in the media, including on TV (TV channel center, sports, etc..). In addition, during the tournament have the opportunity to meet with representatives of different companies, perhaps among them will be potential customers. Example - sports club "New League".
Комментариев нет:
Отправить комментарий