Accounting firms do not need flashy news to use press releases well. They need useful news.
That distinction matters. A press release from a CPA firm should not read like an ad for “trusted solutions” or “world-class service.” It should give clients, prospects, referral partners, and local business reporters a clear reason to pay attention.
For accounting firms, the strongest press releases usually fall into one of five buckets:
- A merger, acquisition, or new office
- A new service line or specialty practice
- A ranking, award, or third-party recognition
- A useful tax, audit, or compliance insight
- A senior hire, promotion, or leadership change
The common thread? Each one shows momentum, expertise, or relevance to a specific audience.
Why press releases work for accounting firms
Accounting is built on trust. Most people do not switch CPA firms because they saw one clever ad. They switch because they see proof: stability, expertise, specialization, and a sense that the firm understands their situation.
A press release can help create that proof.
It gives you a formal record of what changed. It can support local visibility. It can give referral partners something to share. And it can help journalists understand your firm’s role in a business issue, whether that issue is tax planning, succession, nonprofit reporting, construction accounting, or advisory services.
The key is to lead with the news, not the firm.
Examples of accounting firm press releases
Merger or acquisition announcement. Abbott, Stringham & Lynch announced its acquisition of ArightCo, positioning the move around expanded outsourced finance and accounting services for mid-sized organizations. This announcement works because the release explains what clients gain, not just who bought whom.
Regional growth announcement. Brown Plus announced that Ross Buehler Falk & Company would join the firm, adding 24 team members and strengthening its Lancaster and Central Pennsylvania presence. This is a good model for local and regional firms because it ties the deal to geography, continuity, team size, and client service.
Industry-specialty announcement. Aprio announced its acquisition of CAVU Advisors, emphasizing CAVU’s work with federal contractors and the combined firm’s stronger advisory and accounting support for that niche. This is a strong example because the audience is specific. Federal contractors know immediately why it matters.
Thought leadership announcement. Bennett Thrasher released guidance on the skills top accounting firms look for in CPA talent, including client orientation, project management, and adaptability. That type of release can work when your firm has a timely viewpoint on hiring, tax planning, AI, regulation, or industry change.
Partnership announcement. Wipfli announced the extension of its partnership with the Philadelphia Eagles, continuing its role as the organization’s “Official Accounting Firm.” This kind of announcement works when the partnership carries credibility and says something meaningful about the firm’s role.
What makes an accounting firm press release newsworthy?
Ask one simple question before writing: “Who outside our firm would care?”
When the honest answer is “mostly us,” the release needs a stronger angle.
A new partner may be newsworthy if that person brings a specialty, opens a market, serves a growing industry, or changes the firm’s leadership bench. A tax-planning article may be newsworthy if it responds to a new law, a deadline, or a common mistake business owners are making. A merger may be newsworthy if it affects clients, employees, services, geography, or the local business community.
Weak angle: “XYZ CPAs is pleased to announce continued growth.”
Stronger angle: “XYZ CPAs Adds Dental Practice Advisory Team to Help Independent Practices Navigate Rising Costs and Succession Planning.”
See the difference? The second one gives the reader a reason to care.
Best practices for accounting firm press releases
1. Lead with the client impact
Do not open with your firm’s internal excitement. Open with what changed for the reader.
Instead of:
“Smith & Jones CPAs is proud to announce the launch of its advisory division.”
Try:
“Smith & Jones CPAs has launched a new advisory division to help family-owned businesses improve cash flow, plan succession, and prepare for lender reviews.”
Same news. Much clearer value.
2. Be specific about the audience
Accounting firms often serve several types of clients. A press release works better when it names the audience.
For example:
- Contractors preparing for audit requirements
- Nonprofits managing grant reporting
- Medical practices facing payroll and tax complexity
- Startups preparing for investor diligence
- Family-owned businesses planning ownership transitions
The more specific the audience, the easier it is for a reporter, editor, or referral partner to understand the story.
3. Use plain language
Accounting has enough complexity already. Your press release should not add more.
Avoid phrases like “comprehensive, integrated financial solutions.” Say what you actually do.
You help businesses reduce tax surprises. You help nonprofits stay audit-ready. You help contractors understand job costing. You help owners prepare for a sale.
Plain language builds trust faster than polished fog.
4. Include a quote that says something
Many press release quotes are just decoration. They sound like this:
“We are excited to continue our commitment to excellence.”
That quote could come from any firm in any industry.
A better quote gives context:
“Many contractors outgrow basic bookkeeping before they realize it. This new team gives them the reporting, forecasting, and job-costing support they need before cash flow gets tight.”
That tells the reader what you see in the market and why the announcement matters.
5. Add proof
Accounting buyers look for credibility. Give it to them.
Useful proof points include:
- Years in business
- Number of professionals or offices
- Industries served
- Certifications or licensing
- Awards or rankings
- Client types
- Geographic reach
- Named practice leaders
Do not stuff the release with every credential. Pick the proof that supports the story.
6. Avoid giving personalized tax advice
This is especially important for tax-related releases. You can share general guidance, trends, deadlines, and planning considerations. But avoid language that sounds like individual tax advice.
A simple line helps:
“Business owners should consult their tax advisor before making decisions based on their specific facts.”
It is not glamorous. It is smart.
7. Make the headline concrete
A headline should say what happened and why it matters.
Good headline formats include:
- “[Firm] Acquires [Firm] to Expand [Service or Market]”
- “[Firm] Launches [Practice Area] for [Specific Client Type]”
- “[Firm] Releases 2026 Tax Planning Checklist for [Audience]”
- “[Firm] Names [Person] to Lead [Practice or Office]”
- “[Firm] Opens [City] Office to Serve [Industry or Region]”
Skip clever. Clear wins.
Press release ideas for accounting firms
Not sure what to announce? Start here:
- Tax planning tips for business owners before year-end
- Guidance on new IRS rules or state tax changes
- A new outsourced accounting or CFO advisory service
- A merger with a local CPA firm
- A new niche practice for construction, healthcare, nonprofits, or franchises
- A partner promotion tied to firm growth
- A community partnership or financial literacy initiative
- A survey of small business finance challenges
- A checklist for preparing for an audit, sale, or loan review
- A ranking from a credible industry publication
The best ideas usually come from questions clients already ask you. When ten clients ask the same question, there may be a press release in it.
A simple accounting firm press release structure
Use this format, based on the same basic structure behind the 5 Ws of a strong press release:
- Headline: Say the news clearly.
- Subheadline: Add the client, market, or service impact.
- Lead paragraph: Answer who, what, when, where, and why it matters.
- Second paragraph: Explain the problem or opportunity behind the news.
- Quote: Add perspective from a partner, managing director, or practice leader.
- Details: Include services, locations, team members, or client benefits.
- Proof: Add firm credentials, rankings, specialties, or history.
- Boilerplate: Brief description of the firm.
- Media contact: Name, email, and phone number.
Final thought
A good accounting firm press release does not try to make accounting sound flashy. It makes the firm’s value easier to understand.
That is the job.
When you announce a merger, explain what clients gain. When you publish tax guidance, connect it to a real deadline or business concern. When you promote a partner, show what expertise that person brings to the market.
The goal is not noise. It is trust, clarity, and useful visibility over time.
Mickie Kennedy founded eReleases.com in 1998 after watching PR firms charge small businesses a $20,000 minimum for a single press release. For 27 years, he’s been closing that gap — distributing 150,000+ releases via Cision PR Newswire, serving 30,000+ clients including Manscaped, Squatty Potty, and 40+ Shark Tank brands, and generating $132M+ in earned media. A sought-after podcast guest and two-time Amazon bestselling author of Beginner’s Guide to Writing Powerful Press Releases and The PR Strategy Manifesto. Mickie holds an MFA in Creative Writing from George Mason University. Based in Baltimore, MD. LinkedIn