Last updated: 07 Sep 2026 10:00 Posted in:
Mark Hayward (Sway PR) explains how accountancy firms can use PR to build credibility, raise their profiles and attract new clients by taking part in media commentary, thought leadership, speaking opportunities and podcasts.
The accounting market is crowded, and technical expertise alone is no longer enough to win new clients. In a market with more than 40,000 accountancy firms across the UK, visibility and reputation increasingly determine which firms grow and which stand still. Whether you’re a sole practitioner serving local businesses or a national firm competing for larger clients, standing out is one of the biggest challenges facing the profession today.
Most firms offer similar core services, from accounts preparation and tax compliance to payroll and advisory support. The question is: why should a prospective client choose your firm over another?
The answer often comes down to reputation. Why is reputation so important?
Reputation is a direct driver of client acquisition and client retention and, ultimately, revenue. When prospective clients compare firms offering similar services, a strong reputation can be the deciding factor.
Accounting is fundamentally a trust-based purchase. Clients are putting their finances, businesses and sometimes family inheritances in your hands. Even the slightest shred of doubt on their part could cost you business.
The challenge is that most clients cannot easily assess technical expertise before appointing an accountant. They may not know whether one tax adviser is technically stronger than another or whether one firm provides better compliance services than its competitors. You need to impress them with your reputation and trustworthiness, before you can impress them with your professional skills.
A firm that is regularly quoted in the media, visible at industry events and active on LinkedIn appears established, knowledgeable and accessible, all of which are crucial for customer confidence. Visibility helps to build familiarity and reduces perceived risk.
A strong reputation won’t necessarily make someone employ you as their accountant, but it will make people more likely to choose your services over your competitors when they next need support.
Public relations (PR) is one of the most obvious ways to develop your reputation. Yet for many accounting professionals, media relations and communications can feel far removed from tax returns, audits and financial reporting. Here are five practical ways that accountancy firms can leverage PR to build their reputation and win more business.
1. Publish articles
Accounting trade media titles are always looking for expert insight into the accounting landscape. But there’s a world of opportunities in the titles that your customers are actually reading, too.
For example, your city is full of architects who need accountancy support for cost control, tax compliance, payroll and business planning, but they’re not reading accounting magazines. They’re reading architecture titles.
To speak to this target market, write articles sharing insight and expertise specifically for architects, calling out their pain points and offering solutions to problems they face every day. You could cover how architecture firms can improve cashflow without compromising creativity, or how to manage projects profitably.
The same principle applies across many sectors, so consider writing for healthcare titles, construction magazines and technology firms, as well as many others.
The key is to demonstrate expertise in the issues your target clients face every day. By appearing in the publications they already trust and read, you position your firm as a specialist adviser rather than simply another accountancy practice.
2. Share company updates
Many business owners are surprised by the types of company updates that can generate media coverage in local and even national business titles.
The business community in your area or sector is interested in significant staff appointments, promotions, office openings, expansions, mergers, acquisitions and notable client wins. These developments demonstrate growth, ambition and momentum.
Sharing company news helps to raise your profile and can inspire new clients to get in touch. It also reinforces the message that your business is thriving and actively investing in its future.
3. Comment on trending topics
Have you ever watched the morning news around Budget time and seen the CEO of an accountancy firm providing expert commentary? You may have wondered how they secured that opportunity.
Whenever a major news story breaks or an important policy announcement is made, journalists look for experts who can provide insight, analysis and informed opinion. Reaching out to the media before, during or immediately after these events can position your firm at the centre of relevant news stories.
Much of the daily news agenda is influenced by money, business and taxation. From Budget announcements and interest rate changes to employment legislation and economic forecasts, there are frequent opportunities for accountants to contribute expert perspectives.
By responding quickly and providing clear, practical commentary, firms can build relationships with journalists and increase their visibility among potential clients.
4. Speak at industry events
Every year, events like Accountex and Xerocon attract professionals from across the accounting profession. Speaking at these industry events helps accountants to convert their expertise into credibility and trust.
Speaking at a conference or other high-profile event signals confidence, specialist knowledge and leadership within the profession. It helps to distinguish your firm from competitors and creates opportunities for valuable networking conversations.
The same principle applies beyond the accounting sector. Consider speaking at conferences, exhibitions and events attended by your target clients, or contribute feature articles in the publications they are reading.
If you specialise in supporting construction businesses, for example, look for opportunities to speak at construction industry events. If your focus is technology companies, seek out technology conferences and networking groups.
Speaking directly to the audiences you want to attract at industry events and conferences will boost your visibility in the markets that those target customers occupy.
5. Appear on industry podcasts
Podcasts continue to grow in popularity. In the UK, over half the adult population (51%) listened to or watched a podcast in the last month.
Podcasts help to humanise your expertise, allowing listeners to hear how you think, how you explain complex topics and how approachable you are as an adviser.
Potential clients are often buying confidence in the individual as much as they are buying technical expertise. Podcasts provide a platform for building trust and demonstrating personality in a way that written content cannot always achieve.
Converting PR into leads
Securing media coverage is not the finish line. To maximise its value, firms should look for ways to extend the reach and lifespan of every piece of content.
Repurposing coverage across multiple channels can significantly increase visibility. LinkedIn is an excellent platform for sharing articles and media mentions, particularly when accompanied by additional context, commentary or practical takeaways.
Press coverage can also strengthen business proposals, newsletters and social content. Including media coverage in business proposals can also strengthen your credibility by demonstrating that your firm has been featured in respected publications.
By extending the lifespan of earned media, firms can generate a significantly greater return on their PR investment.
In house vs agency PR
Once you’ve decided that PR is right for you, the decision will need to be made whether to go in-house or hire an agency. There are benefits and drawbacks to both, depending on your budget, resources and specific goals.
An in-house PR person will have a deep understanding of the firm, which could mean faster approvals and stronger brand consistency. That being said, they will be building media relationships from the ground up so it could take time to achieve results.
One internal hire will have faster access to partners and information, but they are unlikely to have specialist press contacts and established relationships with journalists.
Using a PR agency can be more costly than hiring someone in-house, typically charging a project fee or a daily rate. An agency can bring established relationships with journalists and editors, experience across different sectors and access to specialists in areas such as media relations, content creation and digital communications.
An in-house PR professional will dedicate their time to your marketing activities, so total hours spent on PR is likely to be higher than if you bring on an agency. However, working with an agency means you can ramp activity up or down more easily during key events.
The right approach depends on your firm’s budget, objectives and the level of PR activity you want to undertake. Some firms combine both models, using in-house PR for ongoing communications while bringing in agency support for specific campaigns, launches or major announcements.
Whichever you choose, PR is a powerful commercial growth tool. In a crowded marketplace where technical expertise is expected as standard, visibility and credibility are often what make one firm stand out from another.
Five PR opportunities every accountancy firm should consider
Author bio
Mark Hayward
Director/Owner
Sway PR
"Accounting is fundamentally a trust-based purchase. Clients are putting their finances, businesses and inheritances in your hands."
Mark Hayward, Director/Owner, Sway PR