After long being in a profession that stressed humility if not virtual anonymity, I’m finding that the necessity of this age — individuals constantly marketing and “branding” themselves — is taking some getting used to.
But I was encouraged last night while watching the debut of a national cable program hosted by a former colleague, someone who’s been able to blend the personal “brand” he has developed out of the beat he’s long cultivated as a journalist. He’s done plenty of TV work before, but this show has his name on it, and now he’s sitting in the captain’s seat. He’s offered his opinions on programs and in blogs in the past, but is opening up more in this new role.
This is an example that has helped me get more comfortable with stepping out from behind the shadows of my old newspaper byline, establishing my own name, and upgrading my expertise. For a long-time print journalist, adopting a personal public relations plan is an acquired habit.
Public relations executive Jeremy Porter poses the essential question: “What can you do that nobody else is doing?” as a focal point for his approach:
“The best way you can position yourself as an expert is to share your knowledge and help others. If you give your ideas away for free, you’ll reach a lot more people – and they’ll start to think of you as the expert in your particular niche. Always be asking yourself, ‘What do I know that would help this person? How can I help them get ahead or improve the performance of their programs?’ It might be as simple as making an introduction for them to somebody in your network they want to meet. Pay it forward and hope for the best.”
A challenge I find with a wealth of experience is to avoid dwelling on that background and being too settled in the present. The simple act of labeling what it is that you do should always be cast with the future in mind:
“If you want to be able to make money doing what you love, you have to (and I repeat) have a future plan or destination. Whether you’re a consultant, entrepreneur, you’re currently employed or you’ve been laid off, the same idea applies: position yourself today to become a player in that area tomorrow.”