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Personal Branding and Key Messaging for PR Portfolios

Wendy Ames
January 25, 2015

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.

Wendy Ames

January 25, 2015
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  1. PERSONAL BRANDING   What is it?   A way to

    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.
  2. PERSONAL BRANDING   Stay consistent.   But customize for each

    platform, medium, situation or audience-engagement opportunity.
  3. KEY MESSAGES   Bridge what your audience already knows with

    what you want to teach them.   Know your audience and what matters to them!
  4. KEY MESSAGES   Your personal brand needs to have a

    key message too. If it doesn’t, you aren’t done formulating it. Keep working…
  5. KEY MESSAGES   Example of how to write a key

    (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.
  6. KEY MESSAGES   Develop key messages for each of your

    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
  7. KEY MESSAGES   No results? If you do not have

    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
  8. KEY MESSAGES   If you cannot talk about a piece

    in your portfolio using the STAR method and/or the three bullets then REMOVE that piece from your portfolio.