A Personal Brand: The Key to How New Professionals Rise to Leadership

Personal Branding

Having a personal brand is more than just creating a statement, it’s about your professional attitude.

This is one lesson I learned while at PRSA’s New Professionals Summit in New York City in August.

Emily Nichols-Mitchell, CEO of Accelerations Group and a certified executive coach, led an energized and interactive session titled “Create a Powerful Personal Leadership Brand to Gain Instant Credibility.”

Emily gave examples of famous personal brands, such as Beyoncé, Jay-Z and Oprah, explaining how they all have their own story of how they continue to achieve success.

She then asked us to consider what our brand story could be, such as a unique memory we have that inspires us to do what we love, and challenged us to think about how we can continue to edit our brand and use it in our professional careers.

Troy Thompson, who works at PRSA, thought the workshop proved very beneficial for everyone who attended.

“Emily’s branding workshop is ideal for professionals looking to strengthen their online presence,” Troy said. “Her sessions include best practices and examples that provide attendees with a clear road map for packaging themselves to achieve greater career success.”

Key Takeaways:

Improving your personal brand can benefit your job and online presence.
Brian Edmonds, Communications Specialist Associate at Blue Cross and Blue Shield of North Carolina, said, “Before Emily’s workshop, I never really paid close attention to what I wanted my brand to be or how it was being perceived. Afterwards, it was all I could think about. I now find myself considering how anything I do, whether work projects or updating my LinkedIn profile, will enhance or hurt my brand. I believe this attention to detail will be great for my career going forward.”

Ask friends what traits they would use to describe you.
“Your friends help build and personify your brand,” Emily said. She also offered recruiter tips for building an online brand, such as always editing your LinkedIn profile, broadening your network and strategizing your posts on outlets such as LinkedIn.

Everyone needs personal branding, no matter what career stage you are in.
“Employers are not only looking at your resume but how you portray yourself in conversation and online,” Hanna Porterfield, Chair of the PRSA New Professionals Section, said. “In a competitive job market, personal branding can help you stand out and provide the value you bring to a team. All new professionals should consider building a personal brand throughout their career just as they focus on building hard and soft skills within the industry.”

Jordan AppelJordan Appel is a member of PRSA and the PRSA New Professionals Section. He is an Associate at CommunicationsMatch, a New York-based start-up search engine. He is also a graduate of Rowan University. Feel free to connect with him on LinkedIn.

New Professional Spotlight: Shannon Nicholson

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Name: Shannon Nicholson
Job Role: Program Director, West Virginia University Office of Graduate Admissions
Education: B.S. Journalism, ’14, M.S. Data Marketing Communications, ’17 – WVU Reed College of Media
Social Media: @shannonicholson (Twitter) and @shannonpauline (Instagram)

How and when did you first become interested in PR and communications?

My first job in the industry was at a small, B2B advertising agency in Morgantown, WV. I was exposed to all facets of marketing: content development, direct email, digital advertising, media relations, social media, traditional media, and website design (to name a few). What I did not know before I started my Junior Account Manager position was the importance of tying campaigns to business goals, breaking down department silos, and utilizing collected data to be relevant and timely. Enter the Data Marketing Communications, fully-online, graduate program. This program allowed me to bridge my interest in the business-side of marketing and my growing expertise in the field.

How did you find internships/jobs?

As a WVU student and alumni, I have an amazing resource at my disposal- MountaineerTrak powered by the Career Services Center. MountaineerTrak was my first line of defense. During my years as an undergrad, the Reed College of Media hired a Director of Student Careers and Opportunities, Eric Minor. Eric’s weekly “opportunity” email quickly became my go-to resource. Eric is the perfect liaison between current students looking for experience and alumni looking to provide that experience as a way to give back to their alma mater.

What was the biggest challenge you’ve ever faced in your career? How did you overcome it?

The biggest challenge I have faced in my young career has been introducing new procedures, and strategies from the ground up. In my current role, I assumed that after six months and I’ll be like a well-oiled machine and have already implemented new strategies. I soon realized that implementation would take closer to one year. The next year will be spent analyzing, and the following year will be about growth and optimization. It is hard not to get ahead of myself and want to be at year three, today! Really, the biggest challenge is not trying something new, it is pacing myself to check one step off the list at a time. Devoting 110% to each step without getting ahead of myself and potentially losing sight of details that could later derail all that the team has worked towards. Slow and steady wins the race.

What has been the most valuable thing you have learned through classes or experience?

Differing experiences, bring perspective. In my Data Marketing Communications cohort, students had varying backgrounds in data, graphic design, marketing, sales, etc. Listening to each other’s viewpoints helped the entire cohort approach problems with an open mind.

What has been the best piece of advice you have received?

You won’t know unless you try.

Do you have any advice for future PR pros?

There are a lot of different ways to apply your marketing/PR knowledge. Don’t limit yourself to certain industries or titles. Today, there are more opportunities than ever to be creative with your knowledge.

What do you think is the best benefit of PRSA and the New Pros section?

I think the biggest benefit of the New Pros section is the opportunity for engagement and networking. PRSA boasts amazing partners, and communities for growth and learning. I was particularly drawn to the #NPPRSA Twitter chats. Twitter chats have been a great outlet to informally discuss specific topics with others in the industry. I have found that those who participate want to engage and share. Even simply reading through threads has helped open my eyes to areas outside of my expertise.

Is there anything you wish you would have known before starting your career?

You will never stop learning. When you think you know enough, there is always more. It is important to be vigilant about the changes within your field.

Tell us a little-known fact about yourself.

I have a Bengal Cat that is about 20 lbs, who acts more like a small dog than a cat.

This New Professionals spotlight is sponsored by West Virginia University. If you are a member of PRSA New Pros and interested in being featured, or interested in nominating someone to be featured as a part of our #MemberSpotlight, please complete the following form.

 

Catching Up with Past PRSA New Pros Leaders: Where they are today and their advice

Past New Pros Leaders

PRSA’s New Professionals section is a membership organization 1,100 people strong. And with a combined social media following of more than 15,000, it’s easy to tell there’s a network of New Pros “alumni” and supporters across the country. We recently caught up with some past-Chairs of the section to see how PRSA involvement has shaped their careers and where they are now.

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Sarah Siewert, 2011 New Pros Chair
Vice President, Ketchum — Chicago, Ill.

Leah Moon, 2012 New Pros Chair
Marketing Program Manager, Esko — Dayton, Ohio

Heather Sliwinski, 2014 New Pros Chair
Senior Account Director, Gravitate PR  — San Francisco, Calif.

Nick Lucido, 2015 New Pros Chair
Vice President, Global Practice Development, Edelman — Chicago, Ill.

Brian Price, 2017 New Pros Chair
Corporate Communications Manager, Starwood Retail Partners — Chicago, Ill.


What is a piece of advice you have for today’s new professionals?

Sarah: Build your network before you need it. By its nature the PR/marketing industry relies on relationships – from your first job offer to a client referral – take time to foster and build it starting in the classroom and volunteer positions.

Leah: Don’t be afraid to speak up. Give your opinion. Stand out.

Heather: So many learnings I’d want to pass on. First, say yes to every opportunity that comes your way, especially if it scares you. The biggest risks I’ve taken in my career have turned out to be the most rewarding. Second, be proactive, take chances and make the most of every experience you get.

Nick: Read more, subscribe to, and pay for good journalism. A deep understanding of business, government, media and non-profit organizations will make you a more informed counselor to your clients.

Brian: PRSA and New Pros offer many benefits to assist in building a career. From wide-angle industry perspective, developing mentors to tips on how to succeed everywhere from strategic thought to holding productive meetings. Those who are most successful seem to integrate that into their development on top of great effort where expected from supervisors, rather than a replacement for going the extra mile with daily production.

Sarah: In addition, maintain heart and hustle. No matter the role, assignment or client new pros who stand out most show up with passion, curiosity and a never-ending sense of urgency.

Any other closing thoughts or wisdom?

Sarah: Every opportunity in my career is rooted in a PRSA connection. It’s the best investment in your career to take time to volunteer and participate – don’t just be a name on a sign-in list.

Leah: Travel as much as you can. Experience new cultures, food, life.

Heather: Ask for what you’re worth and always negotiate (especially if you’re a woman and/or person of color). It’s hard, but you have to force yourself to do it.


Porterfield,Hanna_headshot2017This Q&A was compiled by Hanna Porterfield, 2018 Chair of PRSA’s New Professionals Section. Based in Chicago, but frequently on an airplane, she is an account manager at NYC-headquartered Development Counsellors International. Hanna is a graduate of Michigan State University. Connect with her on Twitter @citygirlhanna.

Twitter Chat Recap: Let’s Talk About PRSA and You

PRSA Twitter Chat

Twitter Chat Recap: Let’s Talk About PRSA and You
By: Emma Finkbeiner, PRSSA Immediate Past President

Last week, PRSA New Professionals co-hosted a lively Twitter chat with PRSSA, engaging both new professionals and PRSSA members in a conversation about the transition from student to professional. Check out some of the highlights from the chat below.

@PRSSANational: Let’s kick off the chat with a question for everyone. How did you discover public relations?
https://twitter.com/PRSSANational/status/996556588503609345

@OFlynn_Emily: A1: My mom is a marketing manager in the healthcare industry. When I was in high school, she told me that she thought I’d thrive in the public relations field. Now I’m entering my senior year of college in a major I’m so passionate about! #HappyMothersDay #PRSSA
https://twitter.com/OFlynn_Emily/status/996557556595281921

@nicole_graney: A1 #PRSSA: I discovered PR with the help of a lovely mentor, @cmwooll, who took me under her wing as a high school student and showed me how I can use my writing to tell stories. She’s been helping me tell them ever since!
https://twitter.com/nicole_graney/status/996557803870441472

@robyn_rl: A1: Accidentally! My first job was at a bar/restaurant in my hometown & they decided they needed some marketing things designed & some outreach done to local organizations & media. So I volunteered & loved it #PRSSA
https://twitter.com/robyn_rl/status/996557337065377792

@PRSANewPros: New Pros: What are some of the benefits of becoming a PRSA Associate Member and joining the PRSA New Professionals Section?
https://twitter.com/PRSANewPros/status/996558349746483202

@GregRokisky: It’s such an affordable rate, it’s perfect to test the waters in the #PRSA universe…and you’ll find there’s no turning back because you’ll meet just the most wonderful colleagues, friends, mentors and people who just get you // #PRSSA #NPPRSA
https://twitter.com/GregRokisky/status/996559086861934592

@Gemrick: My favorite benefits of joining @PRSA is access to an extensive job board, and the MyPRSA and New Pros community forums that connect you to everyone in PRSA. You can ask questions, seek advice, and get help from peers and experts! #PRSSA
https://twitter.com/Gemrick/status/996559444908572672

@citygirlhanna: The greatest advantage, to me, is being able to bounce ideas off my peers. While having mentors is important, it can be very helpful early in your career to chat with those at your same level about their experiences, as all companies and industries are so different. #PRSSA
https://twitter.com/citygirlhanna/status/996559697112129537

@PRSSANational: Students: What are some of the challenges you’re facing or concerns you have as you prepare for the transition from student to professional?
https://twitter.com/PRSSANational/status/996560118438400001

@bridgetmurtha_: A3: Personally, I have learned so much in all my classes as a student but I am nervous about applying what I have learned about the field when becoming a professional. Overall, practice makes perfect & in order to grow within PR, I will have to try! #PRSSA
https://twitter.com/bridgetmurtha_/status/996560664926842880

@adcook22: A3: How to continue setting achievable goals at the start of your career! “Get a job”, “graduate” or “work in x area” of PR were almost automatic as undergrads, but starting your career is a path that’s much more personalized  #PRSSA
https://twitter.com/adcook22/status/996561139625615360

@Marissa_218: As I enter my senior year of undergrad, I am confident in my PR abilities but the job search/find process is very intimidating! #PRSSA
https://twitter.com/Marissa_218/status/996560671277043712

@PRSANewPros: New Pros: How did PRSA and the New Professionals Section help you smoothly transition from student to professional?
https://twitter.com/PRSANewPros/status/996561872718528514

@KayAnnePR: NP Answer: One of the greatest benefits of joining @PRSA for me is that I was able to continue the relationships I made in #PRSSA.
https://twitter.com/KayAnnePR/status/996562926701043713

@efink101: It provided me with a network of peers that are going through the same things as me, so we can relate, but also a network of mentors who want to lift up new professionals. It kept me engaged in the profession beyond my job. #PRSSA
https://twitter.com/efink101/status/996563796377432070

@Gemrick: I can confidently say that @PRSA and New Pros helped my transition feel seamless. During my last year of undergrad, I was heavily involved with my local PRSA chapter, and attended as many events as possible. (Come through student pricing!) #PRSSA
https://twitter.com/Gemrick/status/996564005882867714

@PRSSANational: Students: How could PRSA and the New Professionals best assist you in your transition to the profession and the professional Society?
https://twitter.com/PRSSANational/status/996563682208501760

@KEW_photo: Any help is needed and appreciated!  I loved @PRSAChicagoYPN event with the recruiters this was really eye opening that it is important to work with professionals who specialize in the job hunt #prssa
https://twitter.com/KEW_photo/status/996564406145204224

@nicole_tobias32: I think having a new professionals mixer hosted by your local PRSA Chapter would be a great way to connect with others who are in the same boat with you! Especially if someone has moved from out of state to work in your area! #PRSSA
https://twitter.com/nicole_tobias32/status/996564589222428672

@AllisonMellor: I would love to see local #PRSA representatives at #PRSSA chapter meetings! This would be the perfect time to hear more about membership benefits and new industry trends.
https://twitter.com/AllisonMellor/status/996565848566386688

@PRSANewPros: New Pros: What are the best ways to get involved when first joining a local PRSA Chapter?
https://twitter.com/PRSANewPros/status/996565396114300929

@KirkHazlett: Not exactly a “New” Pro, but…get involved! Volunteer to serve on a committee. Help with event promotion or at the registration table. Be there. Be seen. Become a resource. @CCPRSA @USFPRSSA @utprssa @PRSATampaBay #prssa
https://twitter.com/KirkHazlett/status/996565781885411328

@GregRokisky: Ask! I met with a few local board members I’d developed relationships with and others I didn’t yet know and, it turned out, there was a need for a chair for the @PACEAwards—our local awards! No one else wanted it, so I said yes. Even as a new pro, you have skills! #PRSSA #NPPRSA
https://twitter.com/GregRokisky/status/996566119103246336

@efink101: 1) See if there is a Young Professionals Network. 2) See if there are any committees or subcommittees you can join and help out with. 3) Offer to be a liaison to the #PRSA Chapter’s #PRSSA Sponsor Chapter(s).
https://twitter.com/efink101/status/996566487572893701

@PRSSANational: Students: What other questions do you have about joining PRSA, the New Professionals Section or launching your career?
https://twitter.com/PRSSANational/status/996567213044895748

@EmilyZekonis: If you could go back in time and take one class you missed out on to help you in your PR career what would it be? #prssa
https://twitter.com/EmilyZekonis/status/996567261447114752

@alyssamurt: As an upcoming senior, I think it is always beneficial to hear how new (and old!) pros got their first job. Any tips are much appreciated! #PRSSA
https://twitter.com/alyssamurt/status/996567487281090562

@Ashleigh_K_W: What certifications or hard technical skills could students learn to gain an edge? We know writing is a must, but are there any programs we should be studying? Muckrack? Sysomos? #PRSSA
https://twitter.com/Ashleigh_K_W/status/996568287390715904

@ambewelch: Some of us new grads don’t have jobs or internships lined up fresh out of college, what advice for new pros that are struggling to find employment? How should they stay motivated through their job search?  #PRSSA
https://twitter.com/ambewelch/status/996569255968690176

@PRSANewPros: New Pros: What is your best post-grad tip for success during your first year as a new professional?
https://twitter.com/PRSANewPros/status/996568919434547200

@JaCeyLynn_Y: Work hard and try to make a name for yourself. If you see an opportunity, don’t hesitate to take it. Also, don’t forget your organization skills you acquired in school. #PRSSA
https://twitter.com/JaCeyLynn_Y/status/996569597431156736

@sarahgdougherty: Late to the party! I’d say take things in stride and have a good attitude. Things may not come naturally at first, but bringing a positive outlook to the table and being willing to work hard and try new things will set you up for success and make you a go-to on your team #PRSSA
https://twitter.com/sarahgdougherty/status/996570480340537345

@GregRokisky: There’s a small window, even as a new pro, where you have the free time. Take advantage and say yes to as much as you can handle and figure out where you fit—the more you move up the less time for those things you have! #PRSSA
https://twitter.com/GregRokisky/status/996569316819718144

@efink101: For me personally, be resilient and don’t take things personally is my best advice. Starting a new job and becoming a professional rather than a student is sometimes difficult, but if you work hard and show your value, you’ll be fine. #PRSSA
https://twitter.com/efink101/status/996570879080484865

Thank you to everyone who participated in this chat. The conversation doesn’t have to end here! Students, feel free to reach out to members of the PRSA New Professionals Section any time with questions about transitioning from PRSSA to PRSA. And don’t forget, when you transition from PRSSA to PRSA Associate Membership, you can join for free using code AM18.

Answering The Tough Questions

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Weighing the ethics of any situation may seem like something better left to those with more experience under their belts than we New Pros. Questions of ethics are the tough questions.

But being an ethical professional isn’t magically bestowed on PR pros once they have a certain amount of experience. That would be nice, right?

As PR professionals, the closest thing we have to an ethics fairy godmother is PRSA’s Board of Ethics and Professional Standards, or BEPS. BEPS is responsible for developing PRSA’s Code of Ethics and counseling professionals through ethical dilemmas and practices.

Since an ethical professional can’t be born overnight, New Pros has teamed up with BEPS to answer any and all ethics-related questions to celebrate Ethics Month. Throughout the month of September, we’ll be collecting questions from New Pros via this form. BEPS will answer each question and we’ll share the answers in a blog post and across our social media between Sept. 25 and Sept. 30.

Have a question, but prefer to remain anonymous? No worries! Just select that option on the form before you submit your question.

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