Personal Branding and Key Messaging for PR Portfolios
I created this talk for the students in my "J408: PR Portfolio Workshop" at the University of Oregon. It is intended to support them in developing their personal brands and key messaging for their senior portfolios.
showcase who you are, what you have to offer and what you aspire to do/be. Why bother? Whether you like it or not, your brand already exists! How to begin? Get organized, get creative, brainstorm, ask and write.
(brand) message: The message itself or the promise Starbucks offers customized and delicious drinks fast. Defining what matters or why the promise is made Because Starbucks cares about each person who walks in the door and what they need. The proof or evidence that the promise is kept Starbucks sells 5 billion drinks per year in over 20,000 locations – each drink made to order in less than 1 minute.
portfolio pieces using one of two methods: 1. STAR method: Situation Tasks Approach Results 2. Three bullets: Define the issue or problem Explain how you strategically addressed it Demonstrate the result of your efforts
clear results from your work (i.e., the press release didn’t really go out to the media) then explain: How you would have assessed the results What you expect the results to have been Think, “What would success look like for this communication piece?” and describe that