Saukville, Wis. (Sept. 3, 2004) -- Newspapers and other outlets can offer a wealth of publicity for firms, but there are tricks to maximizing your relationship with reporters and their publications.

Publicity expert Joan Stewart of publicityhound.com recommends that firms' partners invite reporters for lunch or coffee. "Let them know the areas in which you are an expert," she said. "Send them copies of industry reports, articles from trade publications, and tips about trends. This helps your media contacts understand the accounting profession, and keeps your name in front of them."

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