How to Approach Your Professional Brand Like a PR Pro

What’s your PR strategy?

 Whether you’re a C-level executive or junior new hire, I’m betting your personal and professional brand could use a bit of polish and that requires you to take a refresher course on your approach to public relations. So, who better than a PR expert to help guide today’s newsletter? I’ve turned to Sharon Bannerton of Ireland’s Bannerton PR Agency to provide pro tips to add value you to: you.

1.  Be well-crafted and creative

Sharon says the world of journalism is busier than ever with increasing pressure to get more news out and more quickly. She is advising clients to submit exemplary news releases as the time is ripe for external providers to contribute. I agree and am expanding her description to include the business world as well.  

 Examine your current abilities. Do you know how to write and speak in a way that is clear and brief - and also inspiring? This is not a nice-to-have attribute. It’s a must-have. In addition to giving more thought to your eloquence, it’s important to also explore creative communication tools to help you better connect with your audience like learning how to shoot, deliver and produce a short video or tell a captivating story.

2. Remember your outbound impacts your inbound PR

“If journalists need specific stories to fit their agenda or break news or get the inside track on something, you want to be on the receiving end of their call,” Sharon nudges her clients. But, she adds, before they think to reach out to you, you need to be on their radar screen. So, to achieve inbound attraction, you must first deploy an effective outbound awareness campaign. In PR, Sharon describes it as “building brand awareness and reputation.”

 The same applies to your career. 

Before a manager selects you to lead the team on a new project or asks you to present an update before the company’s global leaders, they first need to know you’re interested, that you have ambition, that you want to step up. 

This takes hard work. You not only need to demonstrate results, but you must also muster the courage to find a way to talk about your work that is not viewed simply as bragging. Instead, try to remember to express how your efforts have positively impacted the experience for end-users like clients and customers and don’t forget to also share credit graciously with deserving team members. You can simultaneously shine your light on others while radiating for yourself.

 3. Re-examine your social skills

“Social media like Twitter and LinkedIn continue to be one of the speediest ways to reach the press,” states Sharon. Not only is it an important source for journalists’ newsgathering and PR sharing, it is also a way to get noticed by your current company or potential employers.

 Sharon suggests avoiding “cute cat pics and ironic memes about the royal family,” but rather to strive to post and comment thoughtfully. I concur. Also, don’t hesitate to connect with top leaders in your organisation. Becoming savvy on social media will help you outpace your peers. Over time, your body of work on social media will serve as a positive part of your overall professional and personal brand.

 4. Don’t forget the basics

Sharon underscores some fundamental principles for her clients when working with the media, “Only approach with information relevant to the sector the journalist is working in. Don’t be a time-waster and don’t waffle.” Boy, does this also apply to you when it comes to business communications. 

 A true hallmark of an aspirational leader is that they have the flexibility to adjust their messaging depending on whether they are delivering to the Chief Information Officer, Chief Operations Officer or the Chief Marketing Officer. Each person will likely be interested in a different facet of the same information. Get to the point and don’t be afraid to be direct and take a position on a matter.

 In today’s fast-paced, competitive marketplace, which is unfortunately experiencing a spate of wide-spread layoffs in some sectors, the candidates with well-crafted communications and abilities to innovate on top of possessing high-quality skills, will have the competitive advantage.

You can do it.

I believe in you.

And, if I can ever support you or your team, please don't hesitate to reach out to me. Gina