Case Studies : Association

American Institute of Certified Public Accountants

The Strategy
In 2004, CommCore helped to create the Ambassador Program which has become one of the AICPA’s most successful outreach programs for the organization in the past 10 years.
It is a multi-pronged persuasive communications, reputation management and public relations initiative which “certifies” CPAs to become speakers or Ambassadors for the industry. 

The topics they speak on include recruitment, financial literacy, the importance of aiding small businesses and working in the public interest. The venues in which the Ambassadors “sell” the accounting industry include local/national broadcast and print media, town hall meetings, regulatory panels, and key note speeches.

The Ambassador program is designed to enhance each presenter’s ability to educate peer audiences on the four key message quadrants: student recruitment, financial literacy, working in the public interest, and partnering with small business for success.

The Results
For the past four years, CommCore has delivered over 100 workshops in nearly 50 states with over 1,200 CPA Ambassadors trained. 
We have also provided communication counsel to AICPA Chairmen, special committees and conducted media pitching workshops at their large conference, Interchange.

Services Provided

Media Skills Training

Presentation Skills Training

Media Pitching

Media Relations

Message Development

Leadership Skills

Defined Benefit Coalition

The Challenge
Public sector defined benefit (DB) pension systems are under fire across the U.S.  The issue gained national attention when Governor Arnold Schwarzenegger (R-CA) announced that his top priority was to “bring state pensions into the 21st century” by replacing pension packages for all new employees with private accounts similar to the 401(K) plans offered by private companies.  Concurrently, other states facing “unfunded pension liabilities” are taking action to reform their pension system. 

Organizations in support of public sector defined benefit plans were severely disadvantaged, as they did not have a clear, understandable and compelling message, communication strategy, nor trained spokespersons.  Meanwhile, the Governor was winning in the court of public opinion by delivering messages that taxpayers were footing the bill for California’s pension obligation -- $2.6 billion this year as opposed to $160 million in 2000. 

The Strategy                
Craft and deliver cohesive, compelling, clear and credible messages articulating the taxpayer benefits of DBs, contrasted against and the risk of a new system of private accounts.  In support of this strategy, CommCore worked with the coalition to conduct opinion research on pensions to help understand public awareness and perceptions.  Based on the research, CommCore worked with the coalition to develop Key Messages that would resonate with target audiences – government officials, the media, and public at large.  The Key Messages then were transformed into a print and electronic “DB Tool Kit” consisting of Fact Sheets, OpEds, Expert Testimonials, Talking Points, and Advocacy Letters.  These kits were provided to coalition members in states across the country.  Additionally, CommCore provided Communications Training to hundreds of DB spokespersons.    
                               
The Results
DB coalition members now are positioned to proactively articulate the taxpayer benefits of the DB system, rather than responding to the opposition.  The coalition members are armed with consistent messages and materials that are being delivered across the country.  Additionally, spokespersons are trained on how to deliver messages, respond to tough questions, as well conduct successful media interviews.

Services Provided:
Message Development
Media Training