Archive for the ‘ Networking ’ Category

Brand Me 2K11: 5 Steps to help you establish your professional brand

Donald Trump. Martha Stewart. Beyonce. Oprah. The list goes on. People from all walks of life have achieved a considerable amount of success by building their professional brand.

It’s never too early to start building your professional brand. Who am I and what do I do? What impression do I want to leave on people? The answers to these questions are essential to successful branding. People dedicate their lives to building their brand. However; I have put together a quick list of five steps you can take to solidify your own professional brand.

Make a Plan. Building your professional brand is not something you should attempt blindly. You must first know what your brand is all about and what you expect to achieve from your branding efforts. Writing out a plan sets the foundation. It provides a sense of guidance for you as you work to build a name for yourself. In your plan you should layout what you want to do, how you would like to approach those efforts and the desired outcome.

Get Social. If you cannot afford to create a web site or aren’t quite ready to start and maintain a blog, LinkedIn is a great place to start building your professional brand online.

  • LinkedIn: As a professional networking site, LinkedIn lets you network with other professionals in your industry or in related industries. It is a great way to put your resume, portfolio and personality on display. There are tons of branding efforts you can achieve through LinkedIn. Mashable, the top source for news in social and digital media, technology and web culture, published a great article about building your professional brand on LinkedIn.
  • Facebook: With more than 500 million active users, Facebook is a great place to build your brand online. Here are a few tips to keep in mind:

o   Create your own group or fan page: If activities in your personal life don’t really sync up with your professional brand, you might want to consider starting a separate group or fan page. This page could also serve as your own website.

o   Create a base: Once you’ve created a new page, send friend requests to people or other brands with related interests.

o   Keep your status updated frequently: Generating content through your status updates will help you build brand advocates and help you deliver your message to a targeted audience. However; don’t let too much time lapse between status updates. The less engagement or connection you have with your audience, the less connection they feel towards you or your brand.

  • Twitter: Twitter is a great resource for online networking. Like Facebook and LinkedIn, it’s a site that creates the opportunity for you to strategically create an online base and deliver a targeted message. When strengthening your brand through Twitter, here are a few things to keep in mind:

o   Use a strong Twitter handle: Your Twitter handle should tell your followers who you are or what you are all about.

o   Create a background that delivers a message: Be sure to use a background that visually tells who you are and what your professional brand is about.

o   Participate in Twitter chats: Participating in Twitter chats put you in an environment with other professionals. It also creates an opportunity for you to establish yourself as an expert. Or better yet, start a chat of your own! A comprehensive list of chats, their descriptions and times can be found here. For journalists and PR pros, I recommend #Journchat and #PR20chat.

o   Establish Twitter Lists: By establishing lists, you can group your followers into categories and monitor what they are tweeting. You can even go to your followers page and follow some of their lists. When someone adds you to their group, they are essentially saying you are someone they want to monitor. They are interested in what you have to say. The more lists you are included in, the more clout you are perceived to have.

Be sure to include your social media presence on as many documents and electronic forms of communication as possible (resume, business cards, email signatures, Vcards, etc.)

Join professional organizations. Joining professional organization will connect you with other professionals with a similar background. Professional organizations create a great opportunity to network and share your specific area of expertise. Word of mouth and referrals are great ways to generate business. The Public Relations Society of America and the American Marketing Association are great resources. Visit their national website to find your local chapter.

Get it in print. Establish your area of expertise by writing articles in industry publications and professional newsletters and journals. Contact your local newspaper or other local print media outlets and pitch your area of expertise to them.

Look for speaking engagements. Your local high schools and colleges are great places to find speaking opportunities. Teachers are always looking for actual professionals to reinforce what they are teaching to their students and offer real life insight into a particular field. Volunteer groups and mentor programs are also great resources.

Got some experience and ideas you’d like to share? Go for it! How have you established your own professional brand?

2011
03/24
CATEGORY
communications
Marketing
Networking
public relations
Social Media
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The value of trade show public relations

In a previous position, I had the opportunity to attend the industry’s biggest trade show/conference of the year. There were many weeks of preparation leading up to the big show, which pulled in thousands of attendees from across the United States. As a public relations professional in the industry, I knew how important this show was to a company’s branding, marketing, educating and selling purposes.

When businesses think of trade shows and conferences, their number one priority is sales. However; there is great value in a strong pre-show, show and post-show public relations campaign. Here are a few benefits:

  • Pre-show PR: Generate buzz about your brand. Pre-show PR creates interest among attendees and non-attendees. A major industry-wide trade show also creates a great opportunity to announce a major product launch. Using pre-show PR keeps momentum going about your new product or announcement weeks, if not months before the show.
  • Pre-show PR: Creates perfect opportunities to schedule meetings/interviews between senior level execs and industry media. What better way to take advantage of all your industry media being in one place at the same time! Take the opportunity to set-up meetings between your senior level executives and the trade publications. Trade media is there to take in the sights and sounds of the show and write a story, but they are also there to hear from your brand and your experts. These meetings could lead to editorial opportunities and position your company as a leader in the industry.
  • Show PR: Strengthen your relationship with your contacts through face-to-face interaction. Attending a trade show is a great way to strengthen your relationships with your media contacts. You will have the opportunity to put a name to a face and more importantly, so will they. You will no longer be name@xyzcompany.com. When someone knows you by face, they are more likely to reach out to you. It will be easier to hold their attention and really drive home the message for your company. Strengthening these relationships can turn you into a reliable resource for your media contact and ultimately garner more media attention for your company.
  • Show PR: Add to or create your video and photo inventory. With all the excitement that surrounds a trade show, be sure to catch it on film! All you need is a Flip™ and a digital or professional camera. Set up impromptu interviews with show attendees or see if you can grab a speaker before or after their session. Be sure to also catch some of your clients or business partners on camera so they can give you great video testimonials. A picture says a thousand words. Take pictures of the trade show floor and show your team hard at work! Then share those images and videos on your site, blog, social sites or other forms of communication you use with your audience.
  • Post show PR: Make sure you follow-up! Once the dust has cleared from all the trade show hustle and bustle, make sure you follow-up with your contacts and remind them about that product launch, announcement or interview you scheduled between them and one of your senior level execs. They will appreciate the follow-up.

There are many trade show and conference related opportunities that could be added to this list. Feel free to add your own. Leave a comment!

2011
02/18
CATEGORY
consumer trends
Marketing
Networking
public relations
Social Media
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What is Quora and is it good for PR?

This weekend, as promised, I tried out Quora. For those of you who are unfamiliar with this site, Quora is a one stop resource for a collection of questions and answers created, edited, and organized by everyone who uses it. Think LinkedIn’s Answers section.

My initial thought on Quora (what does that mean anyway?) is that it has great potential, but it still a bit confusing. The topics are a bit limited. However; as the site becomes more popular, I am sure they will expand their list. I do like how the site lets you engage with others and not have to filter through status update posts or friend request. However; if another user likes your answers, they do have the option to follow you.

Here are a few reasons why this site is great from a public relations standpoint:

  • Free

o   Need I say more?

  • Opportunity to make you (or your client/company) a subject matter expert.

o   Through Quora one can ask and be asked, by building up a strong enough presence and contributing thought provoking, detailed and accurate answers, you could definitely turn this site into another resource to position you/your company into a subject matter expert.

  • Voting feature gives you/your client the seal of approval

o   End-users can validate your responses by either voting yes or no, depending on how well they believe you answered the question.

  • Social media site integration

o   Quora lets you integrate your other social media profiles into the one you create on this site. This creates another opportunity to maximize your exposure. It has also borrowed elements from Twitter and notes how many follows, followers and mentions you receive.

Although Quora has its benefits, I’m still not completely sold. It’s still somewhat difficult for me to man over throughout the site. More difficult than say a Yahoo! Answers or LinkedIn Answers, as mentioned earlier. Created approximately six months ago, the site is still in its early stages. So, the jury is still out if you ask me.

What are your thoughts?

2011
01/24
CATEGORY
blogging
communications
consumer trends
Networking
public relations
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Job seekers who use social media have a competitive edge over those who don’t use social media

How’s this for a strong number? More than 80 percent of employers now use LinkedIn, Facebook, and Twitter to find new hires! This is according to recruiting platform Jobvite.  Here is the breakdown:

Employers use social media sites to learn about the “real you.” Of course, you will put your best foot forward on your paper resume, but how do you conduct yourself online? Who are you networking with online? LinkedIn is a great professional networking site that allows you to connect with other professionals in your area, or nationwide, and received recommendations from your colleagues. For those reason (and more) LinkedIn is the online resource of choice by the majority of employers who participated in this survey.

Be mindful of the way you portray yourself on sites like Facebook and Twitter. Employers use these sites to see how you conduct yourself when you think only your “friends” and “followers” are watching. If you are interviewing or looking for a job, it might not be a good idea to post those Spring Break pictures!

So, how can you use social media to attract the attention of employers? Check out this top ten list provided by Fortune Magazine online:

1. Think of your online persona as a brand. Identify the skills that set you apart from the crowd. “Your brand should define the areas where you specialize, and make a persuasive case for the value you can bring,” says Chambers.

2. Use your professional headline to showcase your abilities. On LinkedIn, the headline right below your name is “an especially important part of your branding,” Chambers notes. Rather than just stating your current (or most recent) job title, the headline “should consist of keywords that accentuate the range of what you can do.”

3. Position yourself as an expert in your field. Your LinkedIn profile should “include searchable keywords that cover the depth of your experience and skills,” Chambers says. “Employers often use social media sites to search for solutions to specific problems, and your expertise may be what they are looking for.”

4. Check carefully for any discrepancies between your resume and your online profiles. “Dates of employment, titles, and other details have to match those on your resume precisely,” says Chambers. “Employers will pick up any inconsistencies right away.” Even a small, innocent error can make you look dishonest or just careless — not the first impression you want to create.

5. Join LinkedIn and Facebook groups comprised of people in your field. You may well meet prospective employers this way, and “answering questions from other group members and discussing the latest industry trends is a great way to stay current in your field.”

6. Include your LinkedIn URL in the signature block of your emails. Doing so encourages people to click on your profile, and the more activity your profile gets, the higher up your name will appear in a search.

7. Make sure you adjust the privacy settings on your profile to “public.” You want employers to find your LinkedIn profile when they Google you, so “adjust your privacy settings to accept InMail, a service that is often used by recruiters,” says Chambers.

8. Devote a Facebook page to your professional life, in addition to your separate, personal Facebook page. Include the same information that appears on LinkedIn, perhaps with a few more colorful details — a photo of you giving a speech to a professional group, for example, along with a synopsis of what you said. A Facebook page that is strictly work-related gives you one more opportunity to impress potential employers when they go fishing online, so why not use it to the fullest?

9. Keep your social media profiles updated. “Give meaningful status updates, such as links to your blog if you have one, to show that you’re continuing to develop your expertise,” Chambers suggests.

10. Include brief reports on your job search in your status updates. This is especially important if your job search goals evolve over time, or if you acquire any new training or qualifications as you go along. Even if that’s not the case, it never hurts to remind your connections every now and then that you’re available. One of them may know of the perfect job opening for you.

Has social media helped you network or find your job? If so, I’d love to hear about it!!

How’s this for a strong number, 83 percent of employers now use LinkedIn, Facebook, and Twitter to find new hires! This is according to recruiting platform Jobvite.  Here is the breakdown: 

Employers use social media sites to learn about the “real you.” Of course, you will put your best foot forward on your paper resume, but how do you conduct yourself online? Who are you networking with online? LinkedIn is a great professional networking site that allows you to connect with other professionals in your area, or nationwide, and received recommendations from your colleagues. For those reason (and more) LinkedIn is the online resource of choice by the majority of employers who participated in this survey.

Be mindful of the way you portray yourself on sites like Facebook and Twitter. Employers use these sites to see how you conduct yourself when you think only your “friends” and “followers” are watching. If you are interviewing or looking for a job, it might not be a good idea to post those Spring Break pictures!

So, how can you use social media to attract the attention of employers? Check out this top ten list provided by Fortune Magazine online:

1. Think of your online persona as a brand. Identify the skills that set you apart from the crowd. “Your brand should define the areas where you specialize, and make a persuasive case for the value you can bring,” says Chambers.

2. Use your professional headline to showcase your abilities. On LinkedIn, the headline right below your name is “an especially important part of your branding,” Chambers notes. Rather than just stating your current (or most recent) job title, the headline “should consist of keywords that accentuate the range of what you can do.”

3. Position yourself as an expert in your field. Your LinkedIn profile should “include searchable keywords that cover the depth of your experience and skills,” Chambers says. “Employers often use social media sites to search for solutions to specific problems, and your expertise may be what they are looking for.”

4. Check carefully for any discrepancies between your resume and your online profiles. “Dates of employment, titles, and other details have to match those on your resume precisely,” says Chambers. “Employers will pick up any inconsistencies right away.” Even a small, innocent error can make you look dishonest or just careless — not the first impression you want to create.

5. Join LinkedIn and Facebook groups comprised of people in your field. You may well meet prospective employers this way, and “answering questions from other group members and discussing the latest industry trends is a great way to stay current in your field.”

6. Include your LinkedIn URL in the signature block of your emails. Doing so encourages people to click on your profile, and the more activity your profile gets, the higher up your name will appear in a search.

7. Make sure you adjust the privacy settings on your profile to “public.” You want employers to find your LinkedIn profile when they Google you, so “adjust your privacy settings to accept InMail, a service that is often used by recruiters,” says Chambers.

8. Devote a Facebook page to your professional life, in addition to your separate, personal Facebook page. Include the same information that appears on LinkedIn, perhaps with a few more colorful details — a photo of you giving a speech to a professional group, for example, along with a synopsis of what you said. A Facebook page that is strictly work-related gives you one more opportunity to impress potential employers when they go fishing online, so why not use it to the fullest?

9. Keep your social media profiles updated. “Give meaningful status updates, such as links to your blog if you have one, to show that you’re continuing to develop your expertise,” Chambers suggests.

10. Include brief reports on your job search in your status updates. This is especially important if your job search goals evolve over time, or if you acquire any new training or qualifications as you go along. Even if that’s not the case, it never hurts to remind your connections every now and then that you’re available. One of them may know of the perfect job opening for you.

Has social media helped you network or find your job? If so, I’d love to hear about it!!

How’s this for a strong number, 83 percent of employers now use LinkedIn, Facebook, and Twitter to find new hires! This is according to recruiting platform Jobvite. Here is the breakdown:

2011
01/18
CATEGORY
blogging
communications
Networking
Social Media
TAGS











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