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Hiring an Advertising and Public Relations FirmHiring an Advertising and Public Relations Firm

General guidelines to follow when seeking professional advice.

Craig R. Hersch

March 22, 2018

14 Min Read
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Estate planners, CPAs and financial planners in solo and small-to-medium size firms grapple with how to advertise or otherwise get the word out to the general public. Do you hire an advertising and public relations firm? If so, how do you select one? What amount should you budget, and how do you quantify the return on your investment? 

These vexing questions seemingly have no answer— or at least the answers seem to be particular to each firm. But, there exist general guidelines that apply when choosing whether to move forward and seek professional advice.

I’ve personally wasted tens of thousands of dollars learning valuable lessons that I share in this article.  Being intentional in your goal setting, along with ongoing communication of yo...

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About the Author

Craig R. Hersch

https://estateprograms.com/

Craig R. Hersch is the creator of The Freedom Practice™, The Family Estate & Legacy Program™ estate planning practice system and The Estate Settlement Program™ probate and trust administration practice system. He developed these practice systems in response to the quickly changing and challenging legal marketplace. He authored four books, Common Cents Estate Planning, Legal Matters When a Loved One Dies, The Florida Residency & Estate Planning Guide and Selecting Your Successor Trustee. These books are all used in his practice systems.

Craig is a Florida Bar Board Certified Wills, Trusts & Estates Attorney, practicing since 1989. He is also licensed as a Florida CPA, and is a founding shareholder and director of a private state-chartered trust company. His varied background in law, accounting, tax and finance along with his participation in Dan Sullivan’s Strategic Coach program since 2005 provides him unique insights and capabilities necessary to multiply his practice.

To that end, Trusts & Estates magazine tapped Craig a “Practice Development Xpert” where he writes a column under its wealthmanagement.com website. He hosts three podcast series geared to estate planning professionals, clients and trust administrators. Craig writes a weekly estate-planning column for a local newspaper, and presents as a featured lecturer at continuing education programs sponsored by The Florida Bar, the Florida Institute of Certified Public Accountants and the National Business Institute.

Craig is married to wife Patti and they have raised three daughters. In his spare time Craig enjoys adventure travel, training for and competing in triathlons, including Ironman distance races, boating the southwest Florida waterways and spending quality time with his family.