Public Relations is technically a form of third-party endorsement. As defined in businessdictionary.com, a third-party endorsement is the solicited or unsolicited recommendation or testimonial from an entity other than the manufacturer and seller of a product or service.
Public Relations is technically a form of third-party endorsement. As defined in businessdictionary.com, a third-party endorsement is the solicited or unsolicited recommendation or testimonial from an entity other than the manufacturer and seller of a product or service.
Now, a lot of people are still not familiar with this, but they’re excited to jump the gun with investing in PR so they can get themselves a sweet mention, a feature, or a quote on big publications such as Forbes, Inc., and Entrepreneur.
So, to break it down, I’ve listed 3 main reasons why third-party endorsement works:
1. People believe someone who already has an established credibility.
People always look for opinions. We, as humans, it is our nature to look for more options before deciding. We always look for: Where to go? What to eat? What to wear? And hearing those opinions from an authority we look up to, makes the decision making much easier.
2. People don’t want to be sold.
As a business owner, you start your business with all marketing and sales strategy. And these efforts end with the goal of selling but the people (your target market) don’t want to be sold.
They are looking for products or services to buy. That’s why an endorsement from other people set their mind frame to buy. And when they are already familiar with your business and hit them with your sales pitch. They are now more likely ready to buy. PR brings instant trust and confidence to prospects. This might even help them get off the fence if they’ve been thinking about working with you for a long time.
3. The public tends to believe whatever a VIP, a CELEBRITY, a NEWS, and INFLUENCERS says.
Lastly, when conveying your message to the public it’s easier to spread your message because of their network. But aside from introducing your service/product, they also have the impression that you are really good because someone they trust is also trusting you. People who know you become comfortable doing business with you.
In Conclusion:
So, there you are the next time you plan your PR campaign make sure to get that endorsement from a reputable one. Disclaimer it doesn’t only work for a well known. Just a clean reputation of the third-party endorser will surely work.
