It’s not who you know. It’s what you know about those you know that matters: Dennis Howlett


Dennis Howlett has posted about being approached by a US tech company for a recommendation for PR representation over here in Europe.

it reminded me that prospective clients often ask journalists for their views on who they regard as good PR companies. Most of the journalists I’ve ever talked invariably say they typically recommend smaller outfits over the larger shops – we often get such tips offs. However, this rarely seems to result in business. Clearly press opinion is only one factor in why clients pick an agency – but I’m bemused by why prospects often don’t even seem to want to follow up a journalists recommendation.

Then again, perhaps things are changing – as Dennis says: "In business relationships, it’s not who you know. It’s what you know
about those you know that matters. In an increasingly socialised world,
that is a dimension that is becoming easier to tap into."

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