Case Study William Buck Chartered Accountants and Advisors
Building the profile of a mid-tier accounting and advisory firm with a national public relations strategy.
William Buck is a mid-tier accounting and advisory firm that operates throughout Australia and New Zealand. In a competitive market dominated by the ‘Big 4’ accounting firms, William Buck was seeking to build the profile of its senior staff across the services and sectors in which it operates through expert commentary.
Given the broad range of services and specialised knowledge held by William Buck’s staff, Fuller devised a strategy based around a fortnightly interview with a William Buck Director. Interview opportunities were shared evenly between each service area, ensuring each part of their business was regularly profiled. Following an interview, Fuller would develop and pitch the media angle.
The strategy resulted in more than 60 media angles being pitched over three years, which delivered more than 250 media stories across print, television, radio and online, with an audience reach of more than 40 million and a value of $1 million (iSentia ASR).
Additionally, separate media campaigns were implemented around the time of the Federal Budget in 2015 and 2016. The result was a further 60 media stories in high-profile media, with an audience reach of approximately one million and a value of $500,000 (iSentia ASR).