Trusted Third-Party Credibility – Earned advertising is PR

publicityJoTo PR operates on the belief that staying competitive in today’s economy means third party endorsements are key.

The U.S. is the fifth-most competitive economy in the world – after declining for four consecutive years, the improving financial market is partly responsible for the reversal (1). As a national PR firm that represents clients in the IT, healthcare and finance industries, JoTo PR operates on the belief that staying competitive in today’s economy means third party endorsements are the key – they plant a favorable illustration of a company’s brand in the minds of its target market. Industry recognition not only significantly increases company visibility, but also creates a visual image in the mind of the consumer.

Eighty-four percent of consumers around the world say they trust word-of-mouth recommendations from friends and family, a form of earned media, above all other sources of advertising, according to a new study from Nielsen. Trust in word-of-mouth recommendations increased 6 percentage points since 2007 (2).

Over time, a company’s traits become expected and relied upon – this is the basis of its reputation. And that reputation is what forms an intangible bond and understanding between a business and its public. Third party endorsements, or “earned advertising,” only help to repeat the company’s message and that credibility is what builds the public’s trust. Earned media also lends itself to journalists writing about you and using you as an expert source for quotes – good press and features in local and national news stories translate to a growing client base.

JoTo is well-versed in what is necessary to secure profitable images and quality endorsements – we’ve honed our practices to make this process steady, from which clients benefit:

JoTo client, Chargebacks 911, was recently featured in a Newsday article discussing the effects of chargebacks disputes on small, online businesses.

Suncoast Rehab Center, located in Spring Hill, was quoted as an expert source in a Hernando today article about the resurgence of heroin.

Several other JoTo clients have experienced the results of earned media in several industries:

KnowBe4 secured a contract with a 150,000-seat corporation for its security awareness training program:  “We’ve received a lot of good press and we’ve been featured in local and national news stories. We now have a growing client base and enthusiastic affirmations as to the effectiveness of our training system. These successes would not be possible if we hadn’t actively focused on building awareness and credibility.” – S. Sjouwerman, Founder of internet security awareness training firm KnowBe4

Novus Medical Detox is increasing its private beds from 12 to 31 and adding a new wing to offer 10 shared rooms:  “There is no way to quantity the people that would never have known about [Novus] without getting the message out, but I can tell you that the direct visits to our site more than doubled in a year’s time. And now we are able to expand like we want to.” – B. Wesch, CFO of Novus Medical Detox

As the economy continues to recover, the most important step for businesses is to keep that company image in the minds of the consumer – leaving an illustrative concept of your company emblazoned in the thoughts of prospective clients and the community is what ensures a company’s continual growth.

For helping in building and maintain third party credibility, or for more information about JoTo PR, visit us online at

1.    Kennedy, Simon. “Switzerland Still Most Competitive Economy as U.S., Germany Gain.” Bloomberg, 03 Sept. 2013. Web. 13 Sept. 2013.
2.    “Earned Advertising Remains the Most Credible Among Consumers.” N.p., 23 Sept. 2013. Web. 6 Nov. 2013.

Advice Disclaimer. This information is not intended to be a substitute for professional public relations or legal advice. Do not disregard professional legal advice or delay seeking professional PR or legal advice because of something you have read here. Contact an attorney to obtain advice on any particular legal issue or problem. Use of this Web site or any of its e-mail links do not create an agency-client relationship between JoTo PR and the user.