Become Brand You
It’s no secret that given the economy, it is imperative to market your true authentic self when seeking clients, employment opportunities and growing a business. In an unsettled economy everyone must develop a brand new attitude to stand out from the competition.
Are you happy with your personal brand? It’s okay if you’re not, because you can always reinvent your life. I define reinvention as a transformation into the life you’ve always craved. And if your life is already fabulous, make it mo’ better.
I have put together a PR Re-Invention Plan to help individuals get the opportunity they desire using PR as an empowerment tool. Keep in mind these tips have worked for my past clients—from Citibank and Sony Music to D’Angelo, Jill Scott, Mariah Carey and the NBA’s Ray Allen and Chris Webber.
Reinvention will not be easy; however, if you come up with a plan, then execute, you can have truly substantial returns. I am living proof. Four years ago, I was a successful publicist with a boutique ag ency. Top celebrities, athletes and corporations requested my skills. After two decades at the top of my game, creating media campaigns and introducing unknown talent to the masses, I yearned for more. The taste for pitching clients to the media went sour; the thrill of scoring major TV placements became anti-climactic. And the drive to be the best disappeared. No clinical diagnosis necessary: I was burnt out and exhausted.
It was time to reinvent my personal brand. I sat down and made a list of the things about which I was passionate. But how could I use this information to transform my life and, most importantly, impact others? My master plan was to take my public relations skill-set—writing press releases, media campaigns, media coaching, message development—and become the ultimate PR expert, author and motivational speaker. As a master architect of public relations, I had all the goods to create a PR plan, but I needed the moxie to come from behind the scenes and get some upfront action. No one took me seriously at first, so I created the reinvention plan.
Here are some sure-fire ways to get your brand out there and market your business and stand out, as mentioned in my book, You Want Caviar But Have Money For Chitlins.
1. Think linearly. Act with a plan. Identify where you want to work, what salary you want to make and how you can be an asset to the corporation.
2. Be prepared. Is your portfolio screaming, “hire me, I’m desperate!”? Keywords are important for coding and garnering an opportunity. For example, “PR expert” instead of “publicist” in the experience column will send a stronger message to employers. Play yourself up.
3. Be viral. The Internet is a force and you must take part. For companies and clients to find you, participate in social networking. Blog, create a podcast, send e-newsletters. Prospective employers are using Google to learn more about candidates. It is imperative to have a web presence with a functional, smart, attractive site. Make certain you incorporate your tagline into all your e-mails to build brand awareness.
4. Be prepared for the opportunity. Let people know who you are and what you have to offer. Be your own publicist and bring the hype. Create an electronic media kit listing your skills, accomplishments and awards. Make certain your presentation is creative, out of the box and appropriate for your industry.
5. Promote yourself. Brand you. Remember, you are an authority in your field, so begin to visualize and execute your plan as if you were a rock star. Write an op-ed piece for your favorite newspaper, journal or magazine and get a byline. Service the byline to the companies you want to work for and be on their radar. It’s all about impressions and follow-up.
6. Be authentic. You must appear sincere and approachable. Employers and clients want to know you can deliver. If you say you are the best, then bring it. Show letters of recommendation, praises from your former boss, project managers and colleagues. Volunteer your time at a non-profit to keep your skills razor sharp.
7. Polish your image. Are you sending out the message you want? Ask your friends and family members what impression they have of you.
8. Tap into your network to increase your net worth. Your contacts can lead you to job opportunities, meetings and leads, which can eventually increase your bottom line.
9. Be wacky to stand out. Send thank you cards after interviews. Make your own rules. Send Christmas or holiday cards in June. Set your own tone and be noticed.
10. Secure a committed mentor. Make certain the mentor you choose has time to be a mentor. Be clear about expectations and time, and make it a two-way street. What do you have to offer?
11. Empower your life. Give back. A great deal of business is done while volunteering, which can provide you a legitimate aura of leadership, dedication and commitment. Expand your base of key contacts. Become a bo ard member and create a positive perception of you.
12. Honor your process; believe your hype. Remember, you are the best person for the job, and you are entitled to success. PR is about knowing your worth and not underselling yourself to secure or maintain business.
13. Make the economy work for you and be fearless. Quite simply, you must be your own publicist.
Karen Taylor Bass, the PR Expert®, is an author, motivational speaker, radio host, blogger and co-creator of the PR Boot Camp: As Powerful As You Want To Be.
