The brief

We were approached to raise awareness of BDO’s tax team and position them as experts on a wide range of personal and corporate tax topics. The goal was to help the partners build relationships with new clients and referrers of business.

The plan

First, we refined the topics the team wished to comment on, crafted clear messaging and positioning on each and started a press office program to build relationships with key media by reacting to topical issues and sharing insights.

We worked with the Corporate Tax and Tax Dispute Resolution team partners, associates and communications managers to develop the strategy and develop messages for the key focus areas. This included a press contact program of regular informed comment on Government and industry issues.

The result

The campaign earned coverage across the UK media including regular pieces in The Times, FT, Mail on Sunday and the Telegraph, as well as key trade press. On average, the team secured 100 pieces of coverage, regularly exceeding its annual KPI target by 200-250%. Paired with a program of briefings to senior personal finance and business journalists, this made BDO a ‘go-to’ contact for journalists on tax and related issues.


pieces of coverage