By: Julia Fitzgerald, Senior Account Manager
In public relations, testimonials play a critical role in shaping success and how we are perceived by those looking to use our services. PR professionals know that word-of-mouth is one of the most powerful tools in a communications strategy, and when we’ve done a good job we want people to know about it, not just from us but from the people who are reaping the benefits.
Securing client testimonials can help build credibility, trust, and authenticity for a company’s brand. However, the key to maximising the PR value of testimonials lies in extracting meaningful, specific and actionable feedback from our clients that can resonate with potential targets.
The art of storytelling
In PR, storytelling is king, and that’s what we want testimonials to show. Feedback should go beyond product endorsements and become personal success stories based on the relationships we have built with clients. These will demonstrate how the service or product made a real difference to the client’s journey, starting with the challenges they faced previously, how we’ve helped them, and what outcomes they’ve achieved.
We are the wordsmiths, so having a testimonial showcases not only satisfaction but also how the service solved a key problem or exceeded expectations. This approach not only makes the feedback easier to write but makes it more personal, turning it into something that can be used in media pitches, social media posts, case studies and even press releases.
The bigger picture
PR often revolves around larger narratives like innovation, sustainability, or customer centricity, so having clients include these themes in their testimonials can also be beneficial. These testimonials can then be tailored for specific media audiences, providing journalists with a more targeted angle for their articles, positioning brands as part of larger industry trends.
Talking more about themes can make it easier for clients when it comes to writing and approving testimonials as it simplifies the process and puts less pressure on them to create content from scratch. They can also lean on their PR contact to draft testimonials for them, alleviating the pressure entirely.
Aligning testimonials with PR goals
Every PR campaign has goals - whether it’s improving brand perception, driving awareness, or launching a product - so testimonials should align with these objectives. When focusing on a new market or demographic, reach out to clients who fit that profile. This alignment allows for stronger, more tailored pitches and provides the media with real-life examples that reflect key messages.
Securing testimonials also serves as an opportunity to build stronger relationships with your clients. Expressing appreciation for their feedback and keeping them informed about how you’re using their testimonials in your PR efforts can lead to strengthened relationships, sometimes even leading to further PR opportunities.
For PR professionals, meaningful testimonials go beyond basic customer satisfaction — they provide a wealth of opportunities for storytelling, media engagement and ongoing relationships. By guiding clients towards detailed, specific feedback and aligning their testimonials with broader PR objectives, we can showcase real life success in a way that’s authentic, credible, and engaging.
If you're looking to craft a meaningful testimonial and want some support from the experts please get in touch.