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.

 

Four Ways Your PRSA Membership Can Help You Get Connected

PRSA can help you get connected

In the first five years of your career, there is a lot of information and experiences thrown at you. You’re trying to figure out your first few jobs, learn about various industries and communications functions, and make a mark for yourself. PRSA’s New Professionals section can help you get there through programming, networking and mentorship.

As PRSA National wrote, “A well-developed professional network can be a source of friendships, mentors and referrals. Your network can also provide objective insights for evaluating opportunities and problems. PRSA’s 21,000+ members are excellent resources for cultivating relationships with colleagues who can help advance your career. A solid network of valuable contacts is always valuable, now more than ever.”

Whether you’re a PRSA member that transitioned from PRSSA, a new member finding your way, or a prospective member, here are three key ways PRSA can help you get more in contact with your peers:

  1. Connect with PR pros in your industry sector (via PRSA Sections)
    Not all communication and public relations professionals face the same challenges. PRSA has 14 professional interest groups, known as Sections. Most Sections focus on a specific industry while a few of the Sections are geared toward career levels (such as New Pros!). Each Section focuses on common issues related to an area of practice or special interest and is dedicated to bringing its members important, relevant information regarding their area of interest. Beyond involvement in New Pros, it can be helpful to join the section relevant to your industry – such as nonprofit, financial, health, technology, travel, and more – for tailored professional development.
  1. Build a strong network of local peers (via PRSA Chapters and Districts)
    A strong network is diverse and includes clients, peers, senior professionals, business leaders and vendors. PRSA Chapters give members the opportunity to strengthen their networks, grow as professionals and provide better solutions to the organizations they serve. Many Chapters provide New Pros programming at the local level, live. California Capital, Chicago, and more have active New Pros committees.
  1. Demonstrate thought leadership (via MyPRSA)
    Do you have something to say about a topic in which you’re well versed? If so, you could become an influential thought leader on PRSA’s members-only online community, MyPRSA. A great way to meet other PR and communications professionals is by answering questions, writing thought-provoking posts and blogs, and sharing experiences. There’s a New Pros-specific community to engage with professionals in a similar point in their career as you. You can also write for PRSA New Pros’ blog The Edge.
  1. Set yourself up for your next career success
    Plus, PRSA offers lifelong learning to help you improve your job skills, stay competitive and advance your career. There are on-demand trainings, MBA prep and APR support sessions.

Porterfield,Hanna_headshot2017This content originally appeared in PRSA’s membership email and was repurposed for use on PRSA New Pros The Edge 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.

Pro Bono Work: Professional Development for a Good Cause

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By Elizabeth McGlone

My pro bono work for nonprofits started with a rejection letter.

I had applied for a position at a PR agency but wasn’t selected. I was disappointed but also determined to learn from the experience. My first step was to get advice about how to become a better job candidate for future opportunities. A contact at that same PR agency suggested

pro bono work as a great way to build my own skillsets while also helping an organization that was probably short-handed when it came to PR.

It was one of those, “Why didn’t I think of that?” moments.

Finding the right organization.

I began researching nonprofits in my area that do work for causes I am passionate about. One non-profit in particular stood out to me, National Alliance on Mental Illness, or NAMI, Indiana, and with my top choice in mind, I reached out to the organization.

NAMI was thrilled that I was interested in doing pro bono work for them! In fact, my point of contact had been a PR volunteer who later transitioned into a full-time role in their communications department.

Getting the right experience.

In my first conversations with NAMI, I made it clear that I was looking for an opportunity to gain experience in areas of PR that I hadn’t previously had exposure to, namely media relations.

Fortunately, this fit with NAMI’s needs and my timing was perfect. Their annual mental health and criminal justice summit was approaching and they needed help writing promotional content and getting media coverage.

The summit has since concluded, but it was incredibly satisfying to see the results of my hard work. I was tasked with finding media coverage of the event and secured a local reporter who published an article on the mental health program discussed in the workshop. This is publicity and attention that the program may not have received otherwise.

Working through the challenges.

Although my pro bono work for NAMI was extremely rewarding, it hasn’t been without its obstacles.

One of the biggest challenges was nurturing the relationship with NAMI and meeting the deadlines and goals that I set for myself. This wasn’t easy with a full-time job, other volunteer commitments, and my own hobbies that I also had to balance. NAMI’s employees also had their own responsibilities and it was my responsibility to maintain open lines of communication. I had to be proactive and persistent, providing updates on my tasks and asking for new ones. Each week I blocked out time on my calendar to work on NAMI-related items so I could make steady progress and meet deadlines.

Overall, my experience was enjoyable and invaluable to my professional development. It is fulfilling to know that my expertise is helping a cause I am passionate about, and it’s exciting to watch my skillsets grow. I’m excited to see how this opportunity grows and changes, and also what other opportunities the future holds.

What do you do to volunteer your PR services to nonprofits? What is most important to you when you look for a volunteer opportunity?

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Elizabeth McGlone a native Hoosier and a Digital Marketing Coordinator at Pinnacle Solutions Incorporated. She is an active member of the PRSA Hoosier Chapter, serves as a committee member of the Professional Development Special Events/Networking Committee, and is a co-chair for the New Pros Committee. In her spare time, Elizabeth does pro bono PR work for local nonprofits, including NAMI and Phi Beta Kappa Alpha Association of Indiana, and also enjoys biking and backpacking. You can connect with her on LinkedIn here.

Leveraging your PRSSA Leadership Experience to Launch your Career

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Leveraging your PRSSA Leadership Experience to Launch your Career
By: Emma Finkbeiner, PRSSA Immediate Past President

For recent graduates, standing out amongst your peers in the job search is crucial. In a competitive industry, leveraging the leadership experience gained through PRSSA membership can help you do just that. I spoke with four former PRSSA National Committee members about skills they learned through PRSSA involvement and how they used their experiences to help launch their careers.

Brian Price, PRSSA 2013-14 National President
Corporate Communications Manager, Starwood Retail Partners

Heather Harder, PRSSA 2014-15 National President
Communications Manager, RSE Ventures

Laura Daronatsy, PRSSA 2015-16 National President
Communications Leadership Development Program Associate, Lockheed Martin

Veronica Mingrone, PRSSA 2015-16 National Vice President of Career Services
Analyst, Canvas Blue

What did PRSSA leadership experience teach you about professionalism?

Brian: “I think it showed I took my profession and professional development very seriously. But, you need stories to back it up to show why and how PRSSA experiences are so valuable. Seek out leadership positions not just to have the line on your resume, but for the development that comes with it.”

Laura: “PRSSA helped me launch my career because it allowed me to learn what professional behavior looked like and how to emulate it.”

Veronica: “PRSSA taught me how to interact with professionals at much different stages in their careers than I was. Now, I feel better prepared to engage with senior leadership at my company and, more broadly, at networking events. Knowing how to approach others confidently and keep in touch with them has been instrumental in my career.”

Heather: “Engaging with senior PR professionals as a student taught me a lot about when to speak up and when to listen.”

PRSSA leadership positions are volunteer positions. How is this type of leadership experience different because of that fact?

Laura: “PRSSA taught me it’s not enough to just show up. Raise your hand. Be a volunteer! Help someone else out. You have to be a giver, contributor and follower before you can truly be a respected leader. By thinking about what you can contribute, you’re already doing a crucial part of leading — leaving the place, organization or person better than the way you found it.”

Veronica: “Regardless if your aspirations are to serve students as a Chapter leader or on the National Committee, the operative word is “serve.” Any position you hold in the society – at whatever level – will likely be a time commitment and a good amount of work.”

What did you learn from leading a group of your peers?

Brian: “Much more than group projects in classes, PRSSA taught me to work with a group of my peers. Now, I do it all the time at work, especially when I was at Edelman with so many like-minded colleagues. In PRSSA, you work for clients, projects, fundraising programs with people you (hopefully) like personally, but also respect professionally even when there are competing ideas and different approaches. It’s just like a good workplace in that sense.”

Laura: “I referred to my leadership positions multiple times throughout my interviews because I had learned so many lessons — both good and bad — by leading my peers. It definitely helped (still helps) me in my job now because I know how to manage a project when working with people completely different from me.”

Heather: “Coming into a PR firm with leadership and management experience, I was immediately recognized as someone with the potential to manage our interns and given more responsibility because of the skills I’d developed in PRSSA.”

How did the network you built from involvement in PRSSA benefit you as you began your career?

Brian: “PRSSA prepared me the most by developing my network. I was active in PRSSA outside of just my Chapter, and met many influential professionals and rising new professionals. They became mentors and trusted resources who helped me through the job search process.”

Veronica: “I was able to leverage PRSSA in the job hunt by tapping on the connections – both peer and professional – that I had made in the four years I was a member. These people knew the value of PRSSA and what it meant for my professional development.”

Heather: “You have to continue to cultivate the network and keep in touch with everyone interesting that you meet. It really was useful for obtaining the recommendations that helped me get two very important jobs in my career. I don’t know that I’d have gotten those jobs without being able to call up some PRSSA/PRSA mentors and have them put in a word, because I’d kept a genuine connection with them.”

How did your leadership experience help you stand out among the crowd?

Laura: “You can set yourself apart as a teammate and a leader simply by putting in a little extra time and effort.”

Veronica: “PRSSA gave me an opportunity to lead – and I don’t think I would’ve had experience managing a team this early in my career were it not for the society. It allowed me to become confident in my leadership abilities, to explore my career interests, to travel and figure out where I wanted to move post-grad, to become an ambassador for my university and well-known in my program – and the list goes on and on.”

Heather: “Once I brought it up and explained how much management, leadership and hands-on experience it had given me, I was able to immediately standout as someone with a unique experience and a passion for the industry. These skills helped me prove myself to get more responsibility very early in my first job.”

It’s important to note that the leadership journeys of these four individuals are far from over. All four have continued their development by joining PRSA, serving on the New Professionals Executive Committee and getting involved in local PRSA Chapters. Leadership and professional development is truly never finished, and dedicating time to an organization like PRSSA or PRSA shows your continued interest in the industry and your own professional growth.