MARKETING IN PRACTICE
Marketing Tips for the Self-Proclaimed
"Not-so-Creative" Accountant
By Kristy Short, Ed.D and Gaynor Meilke, MS
Kristy Short, Ed.D, is partner and
Chief Marketing Ofcer in RootWorks
LLC ( RootWorks.com ) and president
of rwc360, LLC ( rwc360.com )—
frms dedicated to providing practice
management education, branding ,
marketing , and public relations
services to the accounting profession.
She is also a professor of English and
marketing. Reach her at kristy.short@
cpapracticeadvisor.com .
A
ccountants tend to fall in the
analytical–lef brain–thinker
camp. Tis makes it difcult
f o r s o m e p rac t i t i o n er s to
make the transition to right
brain creative thinking when the time comes
to get a marketing program up and running.
Additionally, many accountants still cling to
the misconception that everything they put
out into the market must be stoically profes-
sional—and that tends to rule out creative
marketing communications.
Gaynor Meilke, MS, is a professional
accounts manager at rwc360. She has
more than 15 years of public relations
and marketing experience, including
expertise within the accounting and f-
nancial sectors. Reach her at gaynor@
rwc360.com .
8 March 2014 • www.CPAPracticeA dvisor.com
CPA 0314 1-21.indb 8 3/24/14 9:35 AM