ABSTRACT
The reputation of a professional services firm can develop from many areas. Just as Clients buy people, they are influenced by a firm's reputation. A firm's media relations strategy relies on its ability to access the right journalists in the appropriate media at the right time. In recent years many professional services firms have established a public relations (PR) function to enable managed contact with the media and other audiences to position their firm accordingly. In today's increasingly competitive arena for professional services, ideas are a major source of differentiation. Those professional services firms that stand out in their market have moved beyond providing solutions to Clients problems and have aimed to become famous for their work particular areas through the differentiator of thought leadership. Nowadays Clients expect their advisors to be leaders in their fields and this is often demonstrated through thought leadership initiatives.
