Profession's new grassroots image enhancement campaign focuses on individual CPAs.

State Societies Participate in Pilot Programs Promoting CPAs

Capitalizing on the profession's measurable image improvement in the past year, the AICPA in cooperation with the state CPA societies has launched two new programs designed to re-introduce the CPA profession to the American public. Both the CPA Ambassador Program and the state society pilot programs highlight the CPA's expertise, integrity and contributions to clients, employers and their communities.

CPA Ambassador Program

Begun in Nov. 2003 with the Washington Society of CPAs, the CPA Ambassador program mobilizes CPAs as highly trained and influential spokespeople. The program offers members access to top-quality spokesperson training and provides extensive background tools, including speeches, talking points, media and audience questions and answers, and briefings on related issues dominating current headlines.

Each CPA who participates in the program is trained on four critical message quadrants: financial literacy, recruitment, small business success and restoring confidence in the profession. After completing training, CPAs who put their learning into practice and take on two spokesperson opportunities or media interviews earn a special CPA Ambassador pin and will have their names and appearances cited on a new section of www.aicpa.org, which is currently under development.

Fifteen WSCPA members participated in the first training held in Seattle. Members learned how to speak in front of an audience or on camera as well as how to handle media questions.

The Ambassador program is intended to bring greater recognition and appreciation of the enduring value of the CPA to communities, business leaders, employers, legislators and others across the country. Through community outreach, CPA Ambassadors can promote the profession's depth of financial knowledge, underscore the AICPA's and state societies' effectiveness as advocates for the public interest, and refocus the spotlight on the profession so that it shines on the value and values of the CPA.

To find out more information about the program, contact Janice Maiman (jmaiman @aicpa.org, 212/596-6095) or Louise DeSina (ldesina@aicpa.org, 212/596-6107).

State Society Pilot Programs

The AICPA has joined forces with several state societies to highlight the experience, knowledge and versatility of CPAs as well as emphasize their role as supporters of the public interest.

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