Public relations creates sustained visibility and trust, unlike paid ads which offer short-term metrics. To build authority, founders should claim relevance by being cited as industry experts. This involves providing timely insights and maintaining consistent messaging. Authority is jeopardized by mixed messages that confuse prospects. Establishing credibility through media engagement prepares businesses for future challenges, reinforcing their position as trusted problem solvers.
Paid ads might spike your metrics overnight, but the moment you stop spending, it's like flipping a switch. Visibility disappears overnight.
When reporters cite you as a source who clarifies a confusing trend or punctures hype with up-to-date data, prospects arrive already convinced that you know the ins and outs.
Credibility becomes your insurance policy when things inevitably go wrong. Code will break, shipments will lag, and a former employee will air a grievance.
Nothing erodes authority faster than whiplash messaging. One week, your website highlights cost savings; the next, your CEO's podcast celebrates premium service.
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