STRATEGIC FOCUS FOR PUBLIC RELATIONS AT A "BIG FOUR" ACCOUNTING FIRM
SITUATION: Media Relations lacked the strategic focus necessary to capitalize on and grow firms’ substantial reputation for excellence in tax, audit, and advisory services at a "Big Four" Canadian accounting firm. Existing media coverage included trade publications but not national newspapers, radio or television.
APPROACH: Fireworks Communications assumed responsibility for media relations of five industry-marketing groups.
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Created internal protocols and proactively managed public relations issues
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Conducted media training
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Provided executive coaching for partners in Vancouver, Calgary, and Montréal
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Acted as the firm’s official spokesperson
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Developed strong ties with key media
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Developed tracking and reporting standards to track media relations successes
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RESULTS: Within a year, the leaders of each of the five industry-marketing groups were clamoring for more PR for their programs. With Fireworks Communications leading media relations, the “Big Four” accounting achieved the number one brand among Canadian accounting firms, as measured by Cormex Research.
Fireworks Communications brought strategic focus to public relations at a Big Four accounting firm
Fireworks Communications helped a mid-size accounting firm break into the national media spotlight
Fireworks Communications can manage a public relations crisis in the face of industry change
Fireworks Communications brought strategic focus to public relations at a Big Four accounting firm