PROVE IT OR LOSE IT - SOCIAL PROOF IN PR
In the modern world – any one can make a statement, a claim or put forward an opinion. That’s the beauty of free speech. If you want that statement, claim or opinion to be heard in the media, however, it's not always as simple as opening your mouth. When putting your stories and ideas in front of the media, there is one primary thing that will increase your chances of actually being heard – social proof. Your PR consultant should be asking you for this kind of material throughout a PR cmapaign, and you should do what you can to provide it.
If you’re talking about huge growth in one area of your business – where are the figures to back that up?
If you’re claiming your product has revolutionised a particular market – where are the client case studies and testimonials?
If you’re stating your business is going to change a certain industry – do you have a respected or experienced industry figure that can speak on your behalf?
If you believe that over 50% of your customers think a certain way – have you conducted a poll so you can legitimise your claim?
Ensuring that you have material to back up your story will only increase your chances of securing media coverage. These things are also highly important at the beginning of a campaign when your business is trying to build a relationship with journalists and the public. The more you can build their confidence in you and your business, the stronger the relationship will be and the more likely they will be to run material (often less substantiated and more opinionated) from you in the future.
