More Effective Messengers

10 messengers who are more effective than you By: Katya Andresen I gave a speech last week when I talked about the unprecedented level of skepticism about traditional sources of information.  People don’t put much stock in the words of marketers, politicians, government representatives, companies, or charities.  We tend instead to trust people we perceive as like us—or at least those who seem not to have selfish motives for their opinions.  That’s why you trust that random hotel reviewer from San Francisco more than the Westin website. All this means that you can have the best message in the world, but if you’re the only one saying it, that may not be enough. So who are messengers that wield more influence than you when it comes to your organization?  Whom should you tap to talk about you? Here are ten ideas. 1. People who have been helped by your organization. 2. Donors. 3. Volunteers. 4. Fans. 5. Front lines staff (as opposed to official spokespeople). 6. People with first-hand experience living with your issue. 7. Third-party rating agencies or charity watchdogs. 8. Partners. 9. Kids who care about your issue. 10. Local leaders. Make sure you’re not the only one saying your work is great!