The Power of Personal PR
Personal PR is the series of activities used to shape, maintain and solidify an individual’s reputation and identity to their relevant audience using public relations tactics and personal branding as a foundation.
It is not a way to manipulate an audience, in fact it is a way to influence and build trust based relationships and connections with an audience - it is a way to become a key person of influence. Most people understand personal PR from the viewpoint of a celebrity and public figure (high ranking politician) however it is relevant for creatives, business owners and CEOS alike.
If the work that you do is rooted in who you are i.e. it gains notoriety because of your personality then personal PR is something that you should take seriously. Without a strong PR strategy an individual can easily be misguided or led astray, often distracted by the charms of popularity and the swell of the ego. When people think of PR they immediately think of press and media relations and getting coverage for themselves when in fact public relations is more than that. In order to “PR” a person we must look further than simply how much media coverage they receive and look at how they are perceived by their target audience and how those perceptions lead to tangible outcomes whether that is sales, social following or trust. Personal PR helps to strategically shape an individual’s identity in a way that boosts their reputation and adds gravitas to the way the world and specifically their audience sees them.
In order to harness the power of personal PR it is important to look at key factors:
Position - What position does the individual have within their sector/industry? Are they a thought leader? Thought leadership is an important part of personal branding and thus helps with the strategic placement of personal PR. Are they a cultural changemaker? Does their influence lead to impact within their community and society at large?
Social media - Is the individual using social media to its fullest potential? Very often individuals forget that social media is not necessarily about how much they enjoy using it but about the messages that they are sharing with their audience in order to boost their visibility, credibility and reputation. Social media is an important part of the personal PR mix.
Voice - What is the individual’s voice and authority within their chosen sector/industry/space. Unique voices stand out - trying to fit in and be like anyone else is often why Personal PR strategies fail. Find an authentic and authoritative voice which makes an impact and stand by it!
Adaptability - Is the individual able to adapt to change? This is an important part of personal public relations, without a willingness to adapt individuals are often stuck in their own way of doing things without leaning into ever changing social landscapes.
Storytelling - personal PR allows individuals to tell their stories authentically and can be far more compelling than the sometimes rigid formulas of other aspects of PR. Being able to tell a story that is relatable and compelling is a great way to boost credibility and form a connection with an audience.
One final thing to remember when looking at personal PR is that individuals need to tap into the counsel and advice of their PR consultants/publicists/PR teams. To get the best out of a personal public relations strategy individuals should remember that their teams are working with them not against them in order to improve their relationship with their target audience.