In the style of a true PR professional, Dave Farrow uses his Guinness World Record as an opportunity for relationship building.
According to an interview with Forbes, Farrow developed a memory technique in order to help him cope with his attention deficit and hyperactivity disorder (ADHD), and then set two Guinness World Records to promote it.
Farrow has achieved Guinness World Records by memorizing 59 decks of cards in one sighting, and for a PR campaign in which he read 4,4097 pages — or 102 books — in 30 days.
“What my Guinness Record did do was connect my name to something much larger than me,” said Farrow.
As remarkable as these feats are, it’s Farrow’s ability to convert his weaknesses into strengths and to see possibilities for business growth and relationship building in new ways.
PRSA highlights the importance of relationship building in their definition of public relations.
“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics,” according to the PRSA website.
Like Farrow’s Guinness Records, many skills, traits, weaknesses and strengths can be used to relate to and form connections between clients and the public.
What unusual or distinctive traits do your clients possess that are currently unleveraged? How could a PR professional put those traits to use to help that client connect and grow?