You're in control. (From the CEO).

When I joined CalCPA nearly two years ago, members urgently expressed the need to enhance the profession's image. You told me that the public doesn't understand the scope of services CPAs provide to their clients and, therefore, the public believes that CPAs are uninteresting--even boring.

In response, CalCPA became increasingly aggressive with its program to promote the profession to the public. We transmitted our message via spot radio advertising and print ads in college newspapers and regional issues of national magazines as well as airport advertising. We also embarked on a major student outreach program and conducted considerable media outreach.

We focused on telling the public--particularly students--that being a CPA can be an interesting and fulfilling career. One that made sense because your reputation as a CPA was secure. To the public, CPAs were "trusted Professionals," held in high esteem--even if thought to be a bit dull.

THEN CAME ENRON

Public events of the past several months, particularly the Enron bankruptcy and the accusations that its auditor may have engaged in unethical activities or, at a minimum, failed to expose the company's risky financial position, have changed the image of CPAs.

Suddenly, CPAs are getting a great deal of media attention, but it's attention most would prefer to forgo. The media no longer portrays CPAs as honest, dependable and reliable scouts. Now Americans remember the image of former Andersen partner David Duncan standing before a Congressional committee exercising his constitutional right not to incriminate himself.

YOUR REPUTATION IS INTACT

I believe that, while the image of CPAs has taken a serious dive this year, your reputation remains intact. The American College Dictionary defines image as "the character projected to the public, as by a person, especially as interpreted by the mass media." Reputation is "the general estimation in which a person is held."

The image of a profession is transitory and highly influenced by the collective opinion of the media. Image can be changed by an advertising campaign, but must be reinforced constantly to have lasting impact. Reputation, however, is built by the actions of each member of the profession and the public's collective experience with the profession.

CPAs have suffered from a "ho-hum" image for a long time. But, your reputation always has been strong-you have been labeled as dull, unimaginative, risk-adverse bean counters. But, you also have been seen as ethical, trustworthy and honest. By contrast, lawyers' image is high for its sophistication and excitement, but their reputation is poor.

REASSERT YOUR ESTEEMED POSITION

You hold in your hands the tools necessary to reassert the CPA's proper place in the court of public opinion. Every time you interact with a client or your employer, you have the opportunity to reinforce the profession's reputation for integrity and its importance to the business community and financial markets.

When you talk with friends and acquaintances, at your place of worship, kid's school or business or service club, you have many opportunities to discuss the profession and describe the CPA's role. People are more interested in your profession today than at any other time in recent history.

You are known by your good works. Be sure that those who know you also know that you are a CPA. Thlk about the values of the profession as well as the diverse paths that a CPA may follow.

A SHIFT IN FOCUS

We will assist you with the image aspect of this equation. CalCPA will alter its advertising campaign this year to focus on who CPAs are and the profession's values. You can support our efforts every day, and I encourage you to do so. Seek out opportunities to tell this profession's story. It is a proud history and the profession deserves the strong reputation it has enjoyed.

I think the image of CPAs is tarnished for the moment, but the much more valuable asset-your reputation-is not. Your actions in the coming year will assure that CPAs continue to be held in high esteem.

Susan B. Waters, CAE, is the California Society of CPAs' chief executive officer. She welcomes your comments, questions and perspectives. You can reach Waters at [phone] or [e-mail].