3 Lessons to Augment your Credibility PDF Print E-mail
Based on a previous article on "Becoming the Expert", we learned how to become an expert or preferred provider in any field by using PR or publicity to get exposure. Advertising budgets are competing now more than ever with PR budgets. Why is that?  Because both are very important when building a brand. What if you could do both? How would you do it?

For example, one company that used publicity to build a great brand is Microsoft. Did you know that Microsoft is the second most important brand next to Coca-Cola, according to Interbrand, a brand research company? Amazingly, it’s not the amount of revenues that this company brings in, or the dollar spent on advertising that this poll is based on; it's the value of the brand in the mind of consumers.

You're questioning how to do this by now. Here are a few tips:
  1. Leak information to the media. Do you write press releases? Certainly something you are doing is news worthy and can be built into a news story. For small businesses, there are a ton of free online PR news forums that will submit your articles. Of course, this isn't going to secure media attention in most cases; however, when consumers begin searching about your company on the internet, finding an article or two is ultimately a credibility builder.
  2. Name your business or product properly. If you are going to go through all the trouble of having a great product or service or company for that matter, you had better name it something that generates a little buzz. Something new, fresh and creative is important. For a smaller business, two major mistakes to consider: creating a line extension of an existing brand or too generic to have substance. The media likes "new" ideas. Learn more about building strong brands on this Web site.
  3. Build your credentials. There is only one way to do this and that is to obtain the degrees, certifications, build the reputation, and/or work with those who are already considered credible. This too can be read under "Become an Expert" article. Having someone attached to your product or service that is a doctor or already branded as an expert can give your product leverage in the media. If you begin taking an educational approach with consumers you will begin establishing credibility as well.

Just think of a product that makes it to Oprah’s show. After she has discussed the company, product, or service, you can bet it's like putting a gold stamp right across the name. Don't forget to add this type of endorsement to your website. Seeing an "as seen on Oprah, or as heard on Channel News" etc... is another credibility builder.

Listen, the first thing you have to do is envision where you want to be in three to five years. You will be amazed when your plan starts to come to fruition when you really see where the future can take you. Plan for it, experience it, and envision the possibilities. Soon you will be there.
 
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