澳大利亚公共会计师协会(IPA)与出版社兼媒体公司Momentum Connect合作，将已有的数字传播中心转变为世界级的跨区域内容平台。
2015年，IPA收购了其英国同行，即英国财务会计师公会(IFA)，建立了IPA集团，该集团已成为全球最大的中小企业会计组织。
在这个过程中，IPA决心引入大量新的传播媒介，帮助其成员和潜在成员进行互动，新数字传播中心的部分功能帮助实现了这一想法。
“我们想要一个能够经得起时间考验的模块化数字平台，提供海量内容的同时增强用户参与度，”IPA集团全球执行总裁Andrew Conway说。
“新网站将根据人们所在地理位置向访问者提供IPA和IFA最新杂志内容，本地内容和全球共享内容。
在选择资讯内容时，我们会考虑受众用户的需求和兴趣。我们的研究表明，很多信息不仅仅只满足会计专业的日常要求。
例如，我们将特别突出探索健康和福利的文章，这些会是小企业用户关注的重中之重。”
Momentum Connect董事Phillip Tarrant表示，新平台是新颖的，令人兴奋的，并且使用了前沿的科技技术。
Tarrant先生说，“新闻业在不断拓展，我们顺应当下趋势。当谈到具有吸引力和互动性的内容，数字空间不能够被忽视”。
“虽然新平台最初的重点是在澳大利亚和英国，但我们已经设计并重新整合平台，以促进IPA集团在未来可能扩展到其他地区的发展。”
“除了让会员和潜在会员了解会计行业的最新消息外，它还将提供吸引人的每周博客，专题特别栏目以及与行业专业人士合作的月度播客.”Tarrant先生补充道。
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关于澳大利亚公共会计师协会
“公共会计师协会”成立于1923年，是澳大利亚法律认可的三大专业会计机构之一。 2014年底，IPA收购了英国财务会计师公会，并成立了IPA集团，在80多个国家拥有超过36,000名会员和学生。 IPA集团是全球最大的中小企业会计组织。 “公共会计师协会”是国际会计师联合会(IFAC)，澳大利亚会计职业与道德准则委员会(APESB)以及亚太会计师联合会(CAPA)的成员。
IPA DIGITAL CONTENT PLATFORM TAKES ON NEW DIMENSION
The Institute of Public Accountants (IPA), in partnership with publishing and media firm, Momentum Connect, has transformed its digital hub into a world class, multijurisdictional content platform.
In 2015, the IPA acquired its UK based peer, the Institute of Financial Accountants (IFA), creating the IPA Group which has become the largest SME focused accountancy organisation in the world.
In doing so the organisation vowed to introduce a raft of new communication mediums to engage with its members and prospective members, and the new digital platform forms a part of that pledge.
“We wanted a modular digital content platform that can stand the test of time, delivering a vast content range while enhancing user engagement,” says the IPA Group’s chief executive officer, Andrew Conway.
“The new site will deliver features from the IPA and IFA print magazines, local content and shared global content, on the basis of where a person is geographically located.
“When making content-related decisions, we will consider the needs and interests of our audiences. Our research shows that this goes beyond the day-to-day accounting profession.
“For example, we will put a special emphasis on articles exploring health and wellbeing, which we have previously recognised as a top priority for our readers in the small business community,” says Mr Conway.
Momentum Connect director, Phillip Tarrant, said that the new platform is fresh, exciting and in tune with the latest technological developments.
“The news industry is constantly evolving and we are following the trends. When it comes to content that is both engaging and interactive, you cannot ignore the digital space,” says Mr Tarrant.
“While the initial focus of the new platform is on Australia and the UK, we have designed and constructed it to grow with the addition of other jurisdictions that the IPA Group may expand to in the future.
“Besides keeping members and prospective members up to date on the latest news from the accounting industry, it will also offer engaging weekly blogs, features and a monthly podcast with industry professionals,” Mr Tarrant adds.
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About the Institute of Public Accountants
The IPA, formed in 1923, is one of Australia’s three legally recognised professional accounting bodies. In late 2014, the IPA acquired the Institute of Financial Accountants in the UK and formed the IPA Group, with more than 36,000 members and students in over 80 countries. The IPA Group is the largest SME focused accountancy organisation in the world. The IPA is a member of the International Federation of Accountants, the Accounting Professional and Ethical Standards Board and the Confederation of Asian and Pacific Accountants.
