chair's corner.

• Author: Eddy, Kathy G.

This column's topic is something we all care deeply about--the image of the profession. Whether it is the range of services we provide to clients and employers, being referred to as an industry instead of a profession, or students' level of consideration in becoming CPAs, the image of our profession is at the very heart of our existence. Our image not only strengthens our profession's foundation, it also enables us to recruit the top talent of the future and capitalize on market opportunities.

You read last month about Council's incredible support (and approval of funding) for a brand new, innovative and creative direct marketing effort to entice 16-22 year olds into our profession. Unique in its interactivity, ability to change messages as we go along and capacity for continual measurement of its effectiveness, this five-year, $25 million student recruitment initiative will launch later this year. It offers our best opportunity yet to improve awareness of the profession among students, enhance their perceptions of the profession and, ultimately, steer people toward the CPA designation.

We are taking no shortcuts. The Institute retained a full-service communications agency with a strong heritage in direct marketing, especially to "Generation Y." State CPA societies, which are wholeheartedly enthusiastic about the program, will be participating in many aspects of the campaign. Their involvement is critical to the program's success.

And this new initiative is in addition to our existing student recruitment efforts. Unfortunately, it's all necessary. Independent research shows us that in 2000, only 2% of college students majored in accounting, down from 4% in 1990. Even worse, only 1% of high school students are planning on majoring in accounting, also down from 4% in 1990. Moreover, CPA candidates are opting out to pursue MBAs. We need an aggressive, comprehensive...