The Rule Of Reciprocity

February 24, 2010 on 9:16 am | In New Business, PR, Public Relations | 5 Comments

Are you using the rule of reciprocity?  I ran across this topic not too long ago, and it got me to thinking about how this rule applies to marketing and PR.

Much of what we PR people do is based upon this rule. Do something for someone else and they will turn around and do something of equal or greater value for you.

I’ve written about this before in a series of posts about networking and gaining new business.

Friend Brent Dees owns Focus Four, a three-year curriculum to teach business owners how to work on their business and not in their business. In the Focus Four class, Brent teaches you how to utilize this rule most effectively. Says Brent,

“You should identify the people who can do the most to assist you in reaching your personal and business goals and then find out what they are trying to achieve. Once you know this, your efforts should be directed toward helping them reach their goals. This is smart business and good public relations.”

Remember, you do it because you want to help them. Expect nothing in return from them. But guess what? They always return the favor a hundredfold. That’s how to put reciprocity on steroids.

How are you using this rule in your business or your life?

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  • Karen Murray

    I’ve always been a big believer in paying it forward. Currently, I’m doing this personally rather than professionally. My husband is unemployed and looking for his next opportunity. While I am somewhat limited in how I can help him, I’m reaching out to help some new grads and other displaced PR professionals with resumes, advice and job leads. I’d like to believe some good karma will be returned, but it’s also satisfying to know I’ve helped someone else.

  • http://www.my-creativeteam.com Harry Hoover

    Amen, Karen. That’s what it is all about.

  • http://www.yourprguy.com Rodger Johnson

    There’s a lot of truth to this. But I think it must be qualified with the caveat that some people just take and never give back. So, it is important to look a little deeper into the past of those one wants to help. If they have a track record of helping others, then they are more likely to “return a favor.” But If they have a less than helpful track record, I think the odd are one’s giving might go without any return.

  • http://www.my-creativeteam.com Harry Hoover

    I agree, Rodger, that there are some out there who are takers. I have found that just the act of doing something for someone else opens up opportunities even if the person you’ve helped doesn’t reciprocate.

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