You Are Unique!
You are unique, but does everybody know?
INTRODUCTION
Raising business profiles from boring to interesting is a tough proposition for lawyers and accountants but it is a task that is essential if they are to keep ahead of their competitors. In a rapidly developing marketplace, it is essential to keep one step ahead of the game and in order to do this, knowledge of how to run an effectively integrated communications strategy is key. In this article I will look specifically at the area of professional services firms and the key steps they should follow in order to get the right message across to their potential clients.
MAIN TEXT
Traditionally lawyers and accountants are seen by today’s high profile media as “grey men”, but this is far from the reality and it is crucial that this is clear in their marketing and communication material. The main step to take when producing and distributing literature, whether it be sales focused or information giving, is to ensure that it is at the right level for the audience. Whereas the law and accountancy may well be a wealth of rules and regulations that are difficult at times to understand, the message to clients should not be the same.
The place to start when it comes to putting together an effective communications plan, is to ensure that the PR agency or marketing company you are dealing with understands the marketplace in which you operate. Robert Grant, of Fusion-PRo, Britain’s leading PR agency specialising in Law and Accountancy practices ageees,
‘So many times we see professional services firms taking advice from general purpose PR agencies that really don’t understand the area in which the client is operating. Law and Accountancy are specialist fields, with strict regulations and requirements when it comes to how information is communicated. It is essential that a PR firm that really understands this marketplace is used. Fusion-PRo are specialists in this area. www.Fusion-PRo.co.uk (1)’
This advice is absolutely correct and one of the main reasons why a specialist public relations firm is needed when it comes to getting the right message across. It is also essential to remember that behind every Accountancy practice or Law firm, there is a wealth of stories to tell that are of interest to the public and the media. Everyone knows that an accountant is good at filing company accounts or a lawyer can understand the law intricately. This is therefore not the information that needs to be communicated. Be creative, get the personality of your firm or pratice across in the marketing or communications material that is produced. This way, it is going to really tell the public that you can relate to their business needs. This is the most important thing.
You are, hopefully, too busy dealing with clients to worry about image. Do you know if you even have one? Only a specialist company has the skill and methodology to dig beneath the surface of your business and find facets which will attract attention from national, regional and local media. You can then carry on with your clients while your PR team works on building that image and uniqueness which might just mean that you double your portfolio of clients. Sound interesting?
CONCLUSION
In today’s market place it is quite easy to disappear from the front line and become an also ran. With the help of a highly specialised public relations, media training and corporate communications agency, your company could uncover its unique qualities and thrive. It is an ongoing process and, unlike many unspecialised PR companies, FusionPro’s approach is built on expertise in your field.
It is an ongoing process. Why not take a no commitment initial audit from FusionPro and see how your company could become as unique as them? If you go it alone in the media driven business world of today you will still be unique. The only difference will be that only you know it!
You can contact Matthew Francis at matthew@fusion-pro.co.uk or by telephone on 0800 014 8650.
1. www.fusion-pro.co.uk
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