THE BEST KIND of PR is the PR that comes from your customers (and indeed the rest of your publics). What you say about yourself is always a little suspect—people are well aware that you have a vested interest. But what your customers, staff, suppliers, and so forth say about you is far more credible.
Testimonials have, of course, been in common use since Victorian times, but the age of communications has provided us with a lot more possible ideas.
Ask members of your publics to write you a testimonial. If they don’t have time to do it, write it for them and ask them to approve it—obviously ...
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