CTA News July 2006 - CIOT - The Chartered Institute of Taxation

CIOT Launches Free Podcasts of Conference Lectures
Excerpts of the lectures presented by Chris Jones and Jenny Nelder at the Members’ Conference in Cambridge in April are now
available at www.tax.org.uk/podcasts. Four lectures providing 30 minutes of additional structured CPD may be downloaded
on the following topics:
• Interest Relief against Property Income (Chris Jones) 17:36 minutes
• Real Estate Investment Trusts (Chris Jones) 7:17 minutes
• Goodwill Definition and Valuation (Jenny Nelder) 10:16 minutes
• Goodwill and HMRC Views (Jenny Nelder) 7:03 minutes
The Podcast lectures can be downloaded and played on your PC through a media player such as RealPlayer or Windows Media
Player.
Typical computer requirements are:
Processor: 266 MHz Intel Pentium II processor or equivalent
Memory (RAM): 64 MB of RAM
Internet Connection: 56k dial-up/Broadband
Sound Card: 16-bit sound card and speakers
Digital Media Player: Windows Media Player ® 6.4 or RealPlayer ® 10
Operating System: Windows ® XP, 2000, 98, NT 4.0, or Mac OS
For technical support or assistance with downloading our podcasts please contact:
Maureen Davis, Head of Central Administration and IT,
on 020 7235 9381 or email: mdavis@ciot.org.uk
Simon Goldie, Head of Communications at the CIOT, talks to CTA News
about the “Excellence in Taxation” brand awareness campaign.
CTA News: What is the brand awareness campaign
SG: The next time a CIOT Member attends a Branch meeting they should see leaflets and tax rate cards produced by the institute.
Members who work in smaller practices will have received the cards and leaflets as well. We hope they will be useful and can be
given to their clients or potential clients.
CTA News: Why are we doing this
SG: As part of Strategy 2010, the CIOT is undertaking a range of activities to raise the profile of the Institute and Chartered Tax
Advisers.
Brand image and awareness isn’t a science: it takes time to establish messages. The key to success is to reinforce the same
messages. This is why we have asked our Members to use the rate cards and leaflets. We will also be placing adverts in relevant
publications and working with our stakeholders wherever possible.
CTA News: What has the response been from the Members
SG: On the whole it has been incredibly positive. Some Members couldn’t use the cards because their firms already produce
them. Most of those have returned them to us. Three Members have asked for more cards to distribute, two non-Members
asked if they could distribute the cards and one Member informed us that their client had never heard of the CIOT until they
were given the cards.
CTA News: What is the message
Promoting Excellence in Taxation
SG: On the cards and leaflets we have used the phrase “excellence in taxation”. This is because we believe that everything we
do is about excellence: the CIOT professional qualification is the gold standard; the service our Members provide is the best; and
our contribution to society through our work with government departments, universities, schools and others is one of excellence.
If a Member gives a client or potential client the tax rate card, they are giving them something that they can use to help them
understand taxation. In that way we are reinforcing that message. It is never enough simply to say what you are about, one
should demonstrate it.
As an Institute we promote excellence in taxation. Our brand awareness campaign is about telling all our stakeholders that. It is
about communicating what our values are. Over the next few years, we will be doing a lot more to communicate those values
and we hope all the Members will support the Institute in that.
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CTANews July 2006