MARKETING & SALES

Do You Want More Publicity? Or BETTER Publicity?

letter blocks with middle section rotating to change word from "quantity" to "quality"

Determine the reason you want it in the first place.

By Bruce Marcus
Professional Services Marketing 3.0

EDITOR’S NOTE: CPA Trendlines was privileged to have a long relationship with Bruce W. Marcus, who was ahead of his time in his thinking and practice in marketing for accounting. We are publishing some of the late expert’s evergreen work, which retains wisdom for the present.

In the early days of publicity, when it was low-down press agentry and not high-blown public relations, the idea was to get your client’s name in the paper. Often. In any context. Just spell it right.

MORE: How to Write Media Releases That Capture an Editor’s Attention | Nine Ways to Choose Your PR Person | When There’s a Leak in Your Firm | Eighteen Things Advertising Can Do for Your Firm | How and Why Client Service Teams Work | Manage Knowledge as a Marketing Tool | Secret Marketing Formula: Get One Client at a Time | Marketing a Fixed Position in a Moving World | How to Build a Marketing Culture
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In the early days of marketing professional services, it became clear that merely to get your firm’s name in the paper, in any context, didn’t help much. Ego, maybe, but nothing more. A new approach to publicity had to be developed.