With the Internet serving as a great democratizing force – a point of entry/dispersion for talented people – the thinking about personal public relations found in a Fast Company blog post by Glenn Croston is highly pertinent. The photo that accompanies the blog piece shows stones in a seemingly windswept grassy field. But they're actually eggs waiting to be hatched on the Web – that's how we read the photo, anyway.
Croston writes that, "While the media world has blown up, we've also each become our own brand, described by Tom Peters as Brand You. You are not just a box on an org chart. You are accomplishments. You are Wow! You have greatness inside and out, coming out of your ears. In addition to living Your Brand, you need to let everyone else know about Brand You. You need personal PR."
Croston knows a lot of people in the "green" movement who are doing exciting things, and have great stories to tell. Lots of other people in various fields have similarly pertinent stories for our times. How to get them out and noticed?
Croston offers "4 steps for Personal PR to make the story of Brand you go viral..." They are:
• Make it simple
• Make it entertaining (or otherwise captivating)
• Make it relevant
• Say it everywhere and anywhere, and as often as you possibly can.
First of course, you have to be creative. But for the people Croston has in mind, that's a given. After that it's blogs, websites, social media channels – whatever gets your name around on the Internet.
"So rather than waiting for your 15 minutes to come to you," Croston urges, "craft a plan then go out and claim it. It is waiting for you..."
The tools of personal PR are at your disposal.
Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.