CW BULLETIN
ADVANCING YOUR CAREER- April 2007

Brand You…Approach Your Career Like a PR Campaign
by Pat McNamara

I'm not a brand—I'm a PR professional!

Think of the people you admire. Why do you remember them? It's probably because they have garnered the admiration and loyalty of their colleagues, clients and friends. How did they do that? By establishing strong relationships, delivering on their promises and working on establishing and maintaining a respected profile. These are all qualities of a good brand.

While the typical PR professional might have a "behind the scenes" persona, this type of approach will do little to advance a career. Whether you are interested in breaking into the industry, advancing within your current organization or finding your dream job, you might want to consider the following:

• SWOT analysis
  Spend some time analyzing your career and your skills which in a SWOT analysis include your Strengths, Weaknesses, Opportunities and Threats. Step back and consider your strengths and weaknesses, your skills, your personality and your career to date from an outsider's point of view. Be honest with yourself to determine what areas you need to work on, what skills you should highlight and what gaps need to be filled.
  

• Establish goals and objectives.
  In my business, one of the toughest questions I get asked is: What is my five-year plan? You should be thinking about a similar time line. While you should strive for goals that stretch yourself and your career, they should also be reasonable and achievable. And keep in mind that your internal goals might be different from the ones you share externally. You might not want to tell your boss that you want her job in five years!
  
  
• Who are my key audiences?
  There are at least two sets of audiences that will be important to you in your career. The first audience is comprised of those who will influence your progress. They could be professors, mentors, employers, colleagues and advisors (even your parents!). These are the people who will guide you, rein you in when you're going off in the wrong direction and influence your progression through recommendations and references.
  
  The second audience are those who are going to eventually "buy" your services. They could be future employers, industry leaders and/or clients: You want them to hear positive things about you before they even meet you. Hopefully that favourable reputation will come from your influencers and other marketing efforts.
  
  
• Market yourself.
  Think about some of the tactics you use for your clients or the company you work for. Write articles in publications that reach your target audience, speak at conferences, get involved in (don't just join) IABC, and volunteer to work on company initiatives that provide you with a higher profile and additional experience.
  
  And don't forget to market yourself internally. Your boss and his or her boss are busy people—not always aware of the contribution you may be making inside and outside of your organization. You can do this without bragging or being egotistical. Show them the results of your community efforts; ask their advice in taking your career to the next step while illustrating the accomplishments you've made to date; send them examples of your team's success; ask if you can take on new projects. Be prepared for those casual conversations with the president in the elevator. In other words, take control!
  
  
• Be distinct.
  What's your USP (Unique Selling Proposition)? Make a list of your most valuable qualities and check the list against other people's perceptions. Then take that list and compare it to what's happening in the industry to determine which of your favourable qualities are most marketable and what makes you stand out. While it can be good to be a generalist in the PR industry, it's also good to be a "go to" person. Are you known for your excellent client relationships? New business acumen? Crisis experience? Strong media contacts?
  
  
• Manage your reputation.
  There are several non-skill qualities employers are looking for in their current and potential employees: collaborative, imaginative, do-anything attitude, humorous, good listener, solution-oriented, honest, direct and thoughtful. Ask your friends and colleagues to describe you, and see if they are using these types of adjectives. Always remember to do small favors: Even if they don't help your career directly, these are the qualities that influencers remember.
  
  
• Take all of your relationships seriously.
  The "six degrees of separation" concept is not a myth. You never know when your dentist might recommend you to someone. If she has a good feeling about you because you've described your job succinctly and with enthusiasm, you always show up to your appointments on time and you remember to ask about her trip to Mexico, she might recommend you to her next patient, who could be the president of Nike.
  
  
• Remember you are "on" all of the time.
  Just like there is no "off the record" with a journalist, there is little room for acting unprofessional when you are among your colleagues, clients or managers. Evaluate every situation and act accordingly. This includes paying attention to what you say, how you dress and how you treat each person with whom you interact. And don't forget to be enthusiastic and passionate—that kind of attitude always stands out in a crowd.
  

Ultimately, if you brand and market yourself well, you will be sought out for special assignments, promotions and new jobs. From your internship to your most senior position, your reputation is critical. If you treat your career as seriously as a PR campaign, you will be well on your way to creating your own respected brand.

Pat McNamara, APR founded APEX Public Relations. As president, she has built a strong consulting team and a roster of blue chip clients, including Bank of Montreal, Kellogg's, Levi Strauss & Co., Samsung and UPS. Pat was recently recognized as one of Canada's Top 100 Women Entrepreneurs and is currently chair of the newly founded Canadian Council of Public Relations Firms.

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