About Eiler Communications &Ann Arbor, Michigan PR Firm &Blogroll &Uncategorized 13 Aug 2008 03:31 pm

PR Third-Party/ Editorial Credibility

Picture this; your mother is urging the boy next door to ask you out on a date. She is trying to convince him what a pretty and special child you are… Hmm..This might be true, but the information source seems to be a little biased, and after all, she is your mother. But, if your other neighbor approaches the boy next door and hails you as that sweet and pretty darling your mother has claimed you to be, you have just been backed with third party credibility, and that is a fundamental strategy of public relations.

In applying this scenario to business, you are the product, your mother is the business that is advertising you, the boy next door is a customer, and your neighbor is the third party credibility (newspaper journalist, magazine reviewer, health reporter, etc.). The boy next door can’t trust alone in your mother’s advertisement, she would never advertise anything negative about her own creation. With another opinion, the boy next door would be more willing to take you out on a date. It’s an easy concept to understand, that is why companies need public relations firms to help find third party/editorial credibility through releasing news and advances to the right media and objective journalists who then carry out message to the target customers. Public Relations help find that neighbor to give you the credibility that you need.

What customers want from any business is to be able to trust that what they are buying is credible. People are much more likely to believe a media source rather than a paid advertisement. This is why PR is so crucial to any successful business.

Connie Chung

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