Seth Godin blogged something interesting yesterday.

Useful and believable promises is another way to think about marketing.

We only sign up/pay attention to/pay for offers from marketers when:

What's promised is something we think is worth more than it costs

and

We believe you're the best person to keep that promise.

This applies to resumes, meetings and even the kid raking your lawn.

If your marketing isn't working, it's either because your promises aren't useful (and big) enough or we don't believe you're the one to keep them.

Then we come to public relations, which is widely thought to be the go-to marketing promotion to build credibility.

Bottom line, if you need your organization, company, brand or service to be believable, then you need to build credibility... so you need a strong public relations strategy in place.