The Chancellor's annual Budget delivered today (16 March) is one of the big PR set pieces.  It generates acres of column inches and airtime, providing a platform for experts across the land to share their insights.  More often that not, it is the accountants that find their place in the sun.

But just how valuable a PR platform is the Budget and its little sister, the Autumn Statement? 

For the Big Four accountancy firms, and those following close behind, it is vital.  They will throw armies of PR people, analysts and experts into 'war rooms' providing line by line commentaries.  

These firms will sit alongside national print and broadcast journalists providing on the spot analysis and explanation. They are an invaluable resource for the media.

For the smaller regional accountants, they too have a role to play.  Local press and broadcasters will again turn to them to highlight the Budget's winners and losers. 

But where does that leave the rest of us - the lawyers, property professionals, actuaries, IFAs etc.?

It really does become a bun fight.  Many will rush to issue press releases and commentaries and expect good press of the back of them. 

I am not entirely convinced it is a good use of their time.  If their opinions are used, they tend to be just one of many, buried deep within a paper.  And many of those opinions are quite bland - "good for the man of the street", or "bad news for pensioners". 

Competing for a share of voice on the day it tough.  And I wonder who actually reads the acres of coverage in the following day's papers? 

For many, it might simply be better to sit back and watch the story unfold.  Take a more detailed look at the documents issued by the Chancellor later in the day, search for the stories behind the headlines, and then follow-up with a more insightful analysis a day or so later.