And that may be quite sufficient for some firms. It creates its own news. I am not implying an undignified stunt or any kind of empty ballyhoo. Creating news means to unearth interesting information and then disseminating that information. News is information.
Substantive information is appreciated by the media.
In addition, it attracts the attention of prospective clients. The questions, if properly designed, will elicit responses that, if properly qualified and quantified, will yield interesting findings that can be presented as a news story. Ideally, the audience you will address will be largely new business prospects. After collating the findings anti presenting them in dramatic story form, you release this information to the appropriate media, crediting your accounting practice as the source. It is important that you follow up with those who responded to the survey, especially if they have the profile of a prospective client.