By Charlotte Cheek
If someone came up to you and said “I’m awesome,” would you believe them? Or would you have an easier time believing someone who said, “So and so is really great, because they did this.”
It’s easier to believe someone giving someone else a compliment than someone giving themselves a pat on the back.
That’s the power of third party validation.
Third party validation means having the media talk about you in a favorable way. The media is the middle man you want. They are not biased to you or your organization; so, their positive words hold more substance.
The media has the power to trash someone’s image or product, but when they don’t it means they mean what they say. Writing positive things about you or your organization does not directly increase their bottom line like it does yours. The public is more willing to take the media’s word for a great new product or service more so than believe an advertisement, because the media is not being self-serving by speaking well about you or your company.
Advertising will get the word out about your product, but a media outlet publishing an article or news channel talking about your company in a positive light will grab more peoples’ attention.
People trust their favorite media outlets as a reliable source to tell them what is going on in their world. So, getting the media to talk about you and your company is worth your time and money. So, go out and get a stamp of approval from the media, I promise it will help.