Case Studies
Certified General Accountants Association of Canada (CGA-Canada)
Client:
Certified General Accountants Association of Canada (CGA-Canada)
Challenge:
In the wake of the Enron affair, CGA-Canada required a proactive
media relations strategy to advance its viewpoint on international
accounting standards.
Project:
- Delta Media began by analyzing media coverage of the Enron affair
and developed a strategic communications plan to position CGA-Canada
alongside other key stakeholders advocating the reform of accounting
standards.
- Delta Media also conducted the media relations surrounding appearances
by the president of CGA-Canada before the federal Senate Committee
on Banking Trade and Commerce and the industry-dominated Accounting
Standards Oversight Council (AcSOC).
- At Delta Media's recommendation, CGA-Canada conducted public opinion
and other research and used some of the results as a media "hook" for
the Senate Committee appearance.
Result:
Coupled with the Association's own government relations initiatives,
Delta Media succeeded in positioning CGA-Canada as one of the leading
Canadian advocates of the reform of accounting standards and reached
almost 14 million Canadians through effective media relations.
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