Polishing your firm's professional image.

How long has it been since your CPA firm took steps to improve its professional image? If you cannot say with certainty that in the eyes of your clients and the business community your firm represents technical competence, professional commitment, creativity, leadership, client involvement

These are steps you can take to build a positive image that will attact top-quality staff and generate firm growth:

* Create a firm brochure that tells who and what you are. The brochure should present the firm's background in summary form and should

* List the principals and describe their training, experience and specialties. Include photographs of the office and personnel.

* Describe the services the firm performs and the types of services in which it specializes.

* Consider establishing a newsletter that lets clients know what is going on in the firm, including promotions, professional attainments and upcoming presentations by staff members as well as changes in the tax laws or other regulations (emphasize how the firm can help clients keep abreast of these developments). The basic questions you need to answer before proceeding are

* How often will it appear? Most firms opt for monthly or quarterly publication.

* What size will it be? The usual choice is the 8-1/2" x 11" format.

* How will it be formatted? A four-page single sheet (11" x 17") with an 8-1/2" x 11" insert for a tax calendar works well for many firms.

* What will it be called? Choose a title that suits your firm and will appeal to your clients while explaining the type of information being provided (for example, Tax Tips From XYZ & Co.). You may want to investigate what your competitors have done or take a look at business publications for ideas.

* Learn professional selling skills and devise a marketing program. Help can be obtained from several sources, including American Institute of CPAs continuing professional education courses. Better methods should result in improved communication with clients and help build your practice.

* Encourage partners and staff to serve as leaders in community or charitable organizations.

* Deliver presentations to local civic or business groups.

* Prepare articles for local newspapers, professional journals and other media.