Using the Third-Party Technique to Your Advantage

The third-party technique is a marketing strategy used by public relations (PR) firms, which involves placing a premeditated message in the “mouth of the media.” Third-party technique can take many forms, ranging from the hiring of journalists to report the organization in a favorable light, to using scientists within the organization to present their, perhaps prejudicial, findings to the public. Jack Bonner has successfully launched his business with exactly this model. As President of A2W, he has gathered a strong army of assertive and passionate voices in order to advance some of the causes that matter to the public. As an example, Bonner and his company devised a campaign to curb public skepticism and convince consumers that product labels are reliable. This is how third-party advocacy can be beneficial for corporations and the general public.

Companies must influence the influencers. The concept of third-party advocacy has never been more important than it is now. When you commission a study to generate findings that could influence public opinion, a third-party advocacy group might be your best solution. There are many advantages to online advocacy software; most surround the efficient use of time and cost savings. A third-party company can cover elements such as training, maintenance, support, and security, all of which are important aspects that you would have to take care of yourself if you chose to have the project managed in-house. However, this also means trusting an outside company with access to important information. A reputable company should be able to explain how they can keep information secure and the methods they will use to ensure that your projects are taken care of in a way that is acceptable to you. In short, a third party platform can perform, automatically, many of the functions you and your staff would otherwise have to perform manually.

Third party advocacy has been used by influencers, Fortune 500 companies, business groups, legislators, and activist groups to raise awareness about their causes and convert public knowledge into tangible support. A blueprint for sustainable third party advocacy hence should be drawn up as part of any marketing or information awareness strategy. Articles from Forbes and other authoritative publications cover basic information, but there’s nothing like firsthand advice from reputable advocacy groups to thoroughly flesh out campaigns. Whatever solution you decide for your corporate advocacy, Jack Bonner says you have to make sure that it addresses the social concerns in the company.

Read more about his perspective in the blog section of this site.