If you’re waiting to be discovered in this job market, best stock up the fridge and upgrade your Netflix account. You’re going to be on the sidelines awhile.
Whether you’re looking for a job or a promotion or starting a business, there’s never been a better time to learn the fine art of self-promotion, say Jessica Kleiman and Meryl Weinsaft Cooper, authors of “Be Your Own Best Publicist” (Career Press, 2011).
Experienced public relations specialists, they know that sound public relations techniques can help you get noticed, build a reputation and meet your career goals.
According to the Chartered Institute of Public Relations, “PR is about reputation -- the result of what you do, what you say and what others say about you ... . It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics.”
It starts with good communication, said Cooper, principal, Allen/Cooper Enterprises. Before you apply for a job or seek a promotion, know who you are and what you want.
“Have your key messages down and practice talking about them, because you’ll only have a few minutes to get your points across and make a good impression,” said Cooper.
Make sure you have something to say before leaving a digital footprint on LinkedIn, Twitter or Facebook.
“Know your goal. If it’s to freelance, what is your expertise and what makes you right for potential clients? Think about what in your life or work experience makes you stand out and adds to your qualifications,” she said.
Develop your signature style. “I define a personal brand as doing what you were meant to do, driven by the themes in your life. It’s a way of being in the world that is authentic,” said Walter Akana, personal branding and online identity strategist and owner of Atlanta-based Threshold Consulting. “A brand that is all about ‘me, me, me’ turns people off. A personal brand should speak to the expertise you have and the value you can bring to others.”
Akana helped a corporate accountant take his skills and his fun-loving personality to start an accounting business that appealed to creative, entrepreneurial clients. Incorporating your authentic passions and personality into your career management strategy can make you memorable. “Don’t be afraid to be yourself,” said Cooper. “No one remembers the Ford, but everyone remembers the Lamborghini.”
Understand your “brand community,” said Akana. “Most people don’t think about how their brand or skills are relevant to others. A good publicist always targets his pitch to his particular audience,” he said. People in your brand community include others who do what you do, people in your industry, vendors or suppliers and people who hire people with your skills. Learn to build your key message points into a story that will resonate with your audience in person or online, he said.
“A comedian may have standard routines, but she will perform them differently in a smoky bar than in a huge amphitheater. When you can adapt your message to fit the needs of your audience, you’ll make a greater impact,” said Cooper.
See every interaction as an opportunity to get to know and help others, showcase your talents or prove you’re a team player, said Cooper. When promoting yourself, “your network is your net worth,” she said.
Social media can be a good platform for attracting interest, building visibility, likability and credibility, said Akana. “Use the features of LinkedIn to let people get to know you, your interests and what people say about you. A short, polished video biography can project how you love to do what you do,” said Akana. Engage your audience by interacting in professional groups or blogs.
Self-promotion means being a know-it-all in a good way. “Research and arm yourself with knowledge before going into an interview or meeting a client,” said Cooper. Knowing a company’s culture or current challenges can help you ask smart questions or discuss issues intelligently. “Managers are looking for people who can get the job done without a lot of handholding,” she said.
Always have a plan and a backup plan, said Cooper. “When we provide public relations for clients, we start with their goals. Do they want more subscribers or to increase sales? Then we work backwards to develop the steps to help them get there. Do something that will help you meet your goals every day.”
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