Gini Dietrich, a longtime friend and one of the PR profession's true thought leaders, invited me to share my thoughts on trust signals on her Spin Sucks blog.
I was especially grateful for her editor's note at the end, which reads as follows:
This article wouldn’t publish here if we didn’t 100%, heck 1,00,000,000%, agree with its author.
We’ve longed for PR to move beyond earned media for years—maybe even a decade. And, because this is my blog, I can promote a little self-serving message here: get yourself PESO Model certified. Everything Scott describes is what the PESO Model certification helps you do. Credibility, authority, expertise, and trust. They are at the center of a well-implemented PESO Model program.
And, Scott, when you have more on your trust signals, please come back. This is amazing and you are correct.
Scott is founder and CEO of Idea Grove, one of the most forward-looking public relations agencies in the United States. Idea Grove focuses on helping technology companies reach media and buyers, with clients ranging from venture-backed startups to Fortune 100 companies.