Business Column: Third-party messages build trust, credibility

While marketing each unique industry requires a custom approach, a thoughtful marketing plan combining paid advertising elements and public relations is a powerful combination. While most companies deploy some type of paid advertising campaign, many organizations make the mistake of not working to attain earned media through third-party news media placements.

A solid public relations campaign outshines paid advertisements in a very important area: credibility.

Targeting skeptics

Your business can always take out an ad that touts your products and company strengths, but that is what your business is claiming. However, if a newspaper or trade publication says you are the best in your field or an area of practice, that news story gives your marketing message third-party credibility.

PR can help overcome skeptical consumers.

Remember, the advertisers and slick ad men before us that made exaggerated claims about themselves or their products have created an enormous amount of skeptical consumers.
The biggest contributors in creating a weary public are politicians. Political campaigns have unfortunately made misleading and deceptive ads an art form. While running an effective campaign usually requires clear comparisons of candidate records and qualifications, many campaign consultants take this as a license to run misleading ads and distort with half-truths.

Third-party reviews invaluable

During last year's presidential campaign, Sen. John McCain did his share of leveraging campaign ads that left out critical parts of the story. The ads were designed to raise doubts about Barack Obama. Obama also worked to create skepticism with misleading advertising. Candidate Obama ran an ad which played a clip of John McCain saying "I don't believe we're headed into a recession" and "There's been great progress economically."

While in the end McCain was wrong, these clips were pulled from longer responses and took the comments out of context as McCain admitted the economy is struggling.

Politics and its campaign culture is a glaring example of why the public is skeptical of advertising — and why people actively seek credible, third-party sources and reviews.

Launching a proactive public relations program that seeks third-party credentialing will make a bigger impact with a potential new customer — and will create a brand for your business with added credibility. Energize your public relations effort by writing press releases and building relationships with local journalists and those at trade journals.

While paid ads should likely remain part of your overall strategy, a third-party telling your story gives your message trustworthiness and is a strong complement to your other marketing touch points.

Josh Sommers is president and CEO of Focus Media, a marketing and public relations firm serving the Hudson Valley. He can be reached at josh@advertisingandpr.com or 796-3342, ext. 303. Read his blog at focusonmarketing.blogspot.com or visit www.advertisingandpr.com.