Third Party Endorsement – is the Holy Grail of PR.

We are expected to say good things about ourselves (in the words of Christine Keeler “He would say that wouldn’t he!”), but people listen when someone neutral says something good about an individual or organisation.

There was a fascinating programme on Radio Four on Friday about Britain’s Turkish community, in the middle of which was a moving interview with a young man who was explaining how easy it is for a community to create barriers which can alienate young people from wider society.

His experience in London had led him to getting involved in petty crime and delinquency, but he spoke most movingly about how joining the Army Cadet Force had turned his life around – giving him a new circle of friends, self belief, pride in himself and his background and skills around which he built his future.

It was a fantastic piece of endorsement for the organisation and what it can do for young people – yet it happened totally without prompting from anyone in the ACF.

Proof that PR and operational sucess are totally interlinked.