Although studied frequently, the fact that globally people are often more likely to trust the opinion of a stranger over a close friend or associate defies explanation, but is nonetheless a fact worthy of note.
**Share who your decision influencer(s) are, comment with who’s endorsement you look for in making a decision?**
To this end, credible third-party sources have been the mainstay of PR credentialing since the beginning. Marketing and PR pros are often asking ourselves: Whom can we get, that is well-known and respected, to endorse our company or use our product in public? What journalist, news organization or talk show will include us in the conversation on current events? Or, in millennial terms: Who has more than 10,000; 100,000 or 1 million likes/followers that will mention, #hastag or hyperlink our client?
Case in point is an often-repeated quote by David H. Comis, “People will accept your ideas much more readily if you tell them Benjamin Franklin said it first.” According to his obituary, Comis appears to have been an average, middle-class guy, successfully working at several companies in his life in a variety of fields. He was even a bit of an inventor working on increasing the efficiency of electric propulsion fans.
What made him quotable is the saying rings true with most of our experiences and it was given credibility by first appearing in Harper’s Weekly (Harper’s Magazine) according to the book “The Official Rules,” by Paul Dickson.
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