By Louise Findlay-Wilson, Creator of PrPro and Owner of Energy PR

If I asked you to name those who top the sports rich list you’d probably come up with some familiar names such as Lewis Hamilton, David Beckham and Tiger Woods. I shouldn’t think many would mention Gaius Appuleius Diocles.

No, he's not a new foreign signing for Manchester City. In fact he was a Roman Charioteer who lived in the second century. He was so good at what he did, and his reputation spread so far and wide, that during his career he amassed 35.8m sesterces in prize money. A classics professor has calculated that in today's money that would equate to £9.6 billion.

That's an eye watering amount - some £9 billion more than Tiger Woods - and let's not forget Gaius didn't have sponsorship income, advertising deals, fashion brands or the sale of global TV rights to fuel his wealth!

He just had three things:

• He was superb at what he did
• He had a fan-base
• He had a reputation/image which he took the time and trouble to build

It was the powerful combination of these 3 things which made him the most commercially successful sportsman of all time.

Most companies have two of these three ingredients - they are good at what they do and they have fans (ie customers and people or organisations who like them). The bit they are missing is the image building!

The Value of Your Reputation

Why do companies neglect this? Companies with the best profiles find it easier to attract investors, good staff and commercial partners. They find it easier to sell their company when the time is right. They are also more able to charge more for their products or services.

After all, it was his reputation that enabled Gaius to charge a premium for races. Indeed it MADE Gaius so rich that some 1,800 years later people like me are still talking about him!

So if you're pondering why should I bother with PR (Read 'Does My Business Need PR?'), think of Gaius. He wasn't the only good Charioteer around, indeed he had lots of competition. However way back in the second century he grasped the absolute truth, that someone with a good reputation can earn way more than someone no one has heard of.

Follow Louise on twitter www.twitter.com/louisefw

If you are looking for a PR agency or want to do your own PR, contact Louise Findlay-Wilson on 01993 823011 or one of her businesses.

For training and tools so you can DIY PR visit www.prpro.co.uk

If you are looking for a PR agency visit www.EnergyPR.co.uk

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