Core to CalCPA’s mission is promoting the profession’s image. One of the ways CalCPA does this most directly is through image advertising. All CalCPA radio ads brand CPAs as “trusted, objective and at the heart of sound financial decision,” and defines the CPA’s role as “to help companies grow and families to build financial security.” What’s more, the ads highlight the value of CalCPA membership, “Make sure your CPA is a member of the California Society of Certified Public Accountants.”

CalCPA’s 60-second ads run on commercial stations in the Fresno, Los Angeles, Sacramento, San Diego and San Francisco Bay Area markets one week per month and weekly reach is approximately 1.7 million highly targeted listeners, ages 35–64. CalCPA also runs sponsorship spots on National Public Radio stations during the same week each month.

CalCPA also distributes public service announcements from time to time and is very supposrtive of the profession’s Feed the Pig campaign.