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The Importance of Credibility in PR



The Importance of Credibility in PR

By Jason Mollica

How would you feel if I told you that maintaining your credibility is more important than any client you could ever have? Am I crazy? Think about it for a moment. Without credibility, the chances of you getting and maintaining clients are pretty slim.

Many of you who are reading this probably have been in the public relations business for some time. Even if you’re new to the field, though, understanding what credibility can do for your career is integral. Credibility is the difference between a long and successful career and being on the fast track to looking for another line of work.

This post isn’t written to sound holier than thou. It’s a reminder of the importance of having integrity, as well as being open and transparent with our colleagues and clients. As PR pros, we also need to help clients build credibility. If you represent a new travel app, chances are people aren’t going to jump right on board. The general public will need to be swayed as to why they should listen to your tips on the best hotels, restaurants, and destinations as opposed to the industry leader.

However, as you show followers and potential followers that the information on the app, the website, and what you post on social media is solid, your credibility will grow. In social media, public relations, advertising, and even in the media, you need to have a level of credibility to succeed. No questions asked. If your audience doesn’t feel that you are credible, you won’t have much of an audience to talk to.

Here are a few tips on how to build your credibility, either as a pro or helping a new client.

  • Prove it: In the legal world, lawyers attempt to prove their client’s innocence of an alleged wrongdoing. In PR, though, we need to consistently prove to clients that we are worth their time. Make sure your message is clear, concise, and transparent. Gain someone’s trust by being you!
  • Establish Your Voice: Don’t be part of the “noise” on social networks. Set the tone by showing social followers that you are different from others. Bring positive, effective, and worthwhile messages to social media. Make sure you aren’t just tweeting to tweet. Have a purpose.
  • Get to Know Your Audience: You don’t need a meet and greet, but when someone first follows you, reach out and say, “thanks.” Take it one step further and start a conversation. From personal experience, I would not be where I am today, unless I developed relationships with now trusted colleagues on social networks.
  • Understand the Power of Social: Twitter, Facebook, YouTube, etc. are more than just social networks. They are powerful tools to spread your message. Respect these networks and don’t take advantage. There is so much good that can be done with social media. If you are unsure of a post, hold off. It’s better to be last and right with a post, than first and wrong.

How have you built credibility with your clients? How are you continuing to foster that credibility? Let me know in the comments below.


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