The Young PR Pro: Personal Branding 101

Post Date:

February 8, 2011

The Young PR Pro is a regular column that helps young PR professionals and students navigate the hurdles of a fledgling career. HBC's own Caitlin Fisher tackles everything from sticky work situations to effective networking to job-hunting tips. If you'd like to ask Caitlin any questions or have suggestions for a blog topic, email her anytime.

PR and marketing are about raising awareness of your clients in the public space. So, if you're supposed to help build and market someone else's brand, shouldn't yours be up to snuff? Whether you're in a great career already, still on the search for that perfect job, or finishing up your degree, developing your personal brand online is one of the best, and easiest, things a young PR professional can do.

These days, PR firms-and companies in nearly every industry-are looking to hire savvy young people who truly "walk the walk" of social media. In fact, I've sat in job interviews where I was asked to show the interviewer my personal Twitter and LinkedIn accounts so she could see how active I was on each platform. Not to mention, more and more mid- and senior-level professionals are being evaluated (often before an interview) based on how influential and robust their online networks are.

I appreciate social networking sites for the tremendous value they afford the PR industry, principally content sharing (more on that here). But I believe these sites' utility for professional development lies in their ability to help those of all ages and career levels build an online presence, develop their voice, and do some great networking in the process.

Here are a few tips for taking the plunge in building your own online brand:

1) Make Your "Intake" Process Social: It can be overwhelming to see your peers' 350 LinkedIn connections or 575 Twitter followers. Trust me: I've been there, and I felt like I was light years behind everyone else. An easy solution for building your network online? Think about maximizing new and existing relationships by connecting on digital platforms. When you meet new business contacts, attend a job interview, or even reconnect with old colleagues or classmates, don't let the connection stay stagnant. We all get mounds of business cards and at most enter the person's information into our Outlook or send a not-so-memorable follow up email. But that's typically the end of our communication with the person. That is, unless you add a few extra steps to your "intake" process. Is the person on Twitter? Follow her and engage her with an article she may find interesting. Find her on LinkedIn and send a short, but personal, invitation to connect. Not only will this process help expand your network and following, but it will make that new contact easily accessible.

2) Get in on the Conversation: Headed to a presentation, conference, or social event? Nowadays, networking is largely done before you even arrive at the venue. Once you've registered, be a part of the dialogue! LinkedIn and Facebook's events features allow you to see who is attending the event and save you the headache of searching for the person once it's concluded. Both also allow you to contribute to discussion boards, which can be a great way to establish relationships and get noticed prior to the event. Take it to the next level and use Twitter hashtags to become an insider and track what attendees are saying. (For more on hashtags, check out another recent blog post I did).

3) Set a Positive Precedent: Being excited about social media is contagious. In my experience, people are eager to experiment but often feel overwhelmed and anxious about diving in. Social media is a lot like starting a new exercise regimen: it's hard to get off the couch and away from the Real Housewives (not speaking from experience or anything . . .) but after a few days in the gym, you wish you'd started sooner. So, be your colleagues' cheerleader and lead the charge at your firm. If you're just beginning your career, senior staff will take notice of your leadership and willingness to step up as a resource, while your younger colleagues will be thankful you've pushed them to participate in what can be an anxiety-inducing activity. Still in school? Get a club or organization to which you belong to be more involved with social media. Leading an initiative like that will give you something to talk about in interviews and a quantifiable accomplishment that will make you stand out.

4) Be a Resource: While social media can help you develop your online brand, it also means obeying a crucial tenet of the medium: it's all about give and take. To get followers and establish your credibility online, you have to help others do the same for themselves. Indeed, before setting out to build your personal brand, I would advise doing a lot of listening to see where you fit in the mix. Even after you've built up your network, to be an influencer online, you must give in order to take. This can mean linking to a friend or colleague's article, re-tweeting a follower's tweet, or sharing an interesting story you think someone will find to be beneficial. If you help others, they'll help you in return, and your online voice will define itself.

5) Don't Forget About Old School Rules: Although digital communication has become the norm, remember that old school rules still apply. Your online brand should feel personal, and your voice should be yours. But be sure to maintain the same manners and standards you would in real life. Pictures and language should be G-rated, and spelling and grammar should still be regarded as they would be in a letter to your boss (of course some online colloquialisms and informalities are fine - just use common sense). Likewise, be sure to reinforce the relationships you make online with real life gestures. I still send hand-written notes and thank you cards, and I don't cling to email and social networking sites to communicate, as I much prefer picking the phone or having an in person meeting.

It's easy to feel stressed about being behind in social media, but it's also easy to get your feet wet. My advice? Go slow, observe, and get comfortable; you'll quickly see where you fit in the mix and figure out what direction you want your personal brand to take. On the other hand, rush yourself, too: commit to jumping in to social media and make a concerted effort to experiment with new ways of growing your network and broadening your online footprint. Social media surely isn't a sprint, but using my aforementioned exercise analogy, after a few weeks of really committing to your personal brand-building, you'll feel like you're ready to run a marathon.