Branding: Be Yourself, Earn Engagement

 

In public relations, there’s a lot of talk about a company’s brand and its messaging – the ideas and public imagine the institution and its representatives. The value cannot be overstated.

Messaging and branding give a company its identity, making it appear “human” in the eyes of people. It gives anyone interacting with a company or organization an identity they can latch onto and work with.

A loyalty to your messaging and branding as a company is important. However, things are changing. If you’re an individual, even a CEO, the rules are not quite the same.

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In 2020, a “Thought Leader” is just a Regular Person

The phrase “thought leader” is one that is thrown around a lot in public relations. And it’s understandable: For any public facing organization or business, it’s important to have experts on hand who can speak to the public.

However, as someone involved in day-to-day media relations operations at an award-winning PR and marketing agency, I have a major gripe with thought leaders, and I wrote this blog specifically for them and their coaches.

In short, my gripe is this: You need to be able to talk about something else other than your products and services. You must be able to speak about something other than your business and your brand.

If you can’t do it, you’re not a thought leader, you’re a spokesman. And there is a difference. 

 

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Ethical Wins: Navigating Media Relations in a Pandemic

In this time of uncertainty over the Covid-19 pandemic, the seriousness of the issue presents a variety of social, economic, and health challenges for all of us.

While practicing “social distancing,” many of us are often glued to news services, looking for the latest updates, valuable survival tips, words of wisdom, and glimmers of hope. For me, as media relations professional, it presents some distinct challenges both functionally – that is, the success of my ability to pitch media and earn placements – and ethically, since I’m a person with a social obligation to my peers.

I want to offer some tips to navigate a unique media landscape where only one story is on everyone’s mind. Now, more than ever, all of us in marketing and public relations must think about everything we’re doing before we do it.

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