I recently attended a young job seekers seminar presented by personal branding guru, Erika Penner. The talk was inspirational and provided great information for my upcoming e-book on personal branding. After feverishly taking notes throughout the lecture, I ran home and started working on my very own personal brand. As a senior in college, and currently searching for a job in public relations, there is no time like the present to start my personal branding campaign. So, where should you start?

Here are a few borrowed guidelines from Erika, and a few of my own, that will help make your personal branding campaign a success!

1. What are your goals? What are you passionate about? Where do you see yourself in ten, twenty years? Write down a short-term and a long-term goal and post them in a visible place. Don’t just write your goals in a list. Phrase them in a professional manner as a “to be” phrase (e.g., to be recognized as a leader in the field of hospitality public relations).

2. What are your strengths? What are you good at? Be honest. A potential employer can tell if you are making something up. Make a list of what you actually do well–not what you want to do well. This can also be a part of your core mission statement.

3. Write a 15 word, or less, description of yourself as it pertains to the field that you hope to work. This statement should reflect your personality and effectively communicate what you want a potential employer to know about you. This is your personal branding statement. Personal branding expert, Dan Schawbel, recommends including what makes you compelling and unique. He also recommends including any area of expertise in your core mission statement.

4. Consistency is key. Developing a personal brand can feel overwhelming. Use your core mission statement as a cohesive foundation throughout your resume, cover letter, social media, portfolio and interview.

5. Cover letters should not read like a template. They should reflect your core personality and branding statement while remaining professional. In the first two paragraphs highlight the qualities that make you stand out. Then acknowledge why you are the best candidate for the position.

6. The dreaded interview can be daunting. This category is so big it almost warrants its own blog post. But, creating a personal branding campaign creates an advantage that will put you ahead of most candidates. Preparation is key in any interview. Research the company and interviewee. What is the company’s core values? What is the most recent news of the company? Ask specific questions to find out more about the organization and to show you are a thoughtful candidate. Always bring at least two copies of your resume and bring a list of references to share.

This is only the beginning of personal branding. To read more on this subject check out the Personal Branding Blog and read my upcoming e-book on 10 tips for an effective personal branding campaign.

It’s not just a revolution. Social media has hit the fan, and it’s not going anywhere anytime soon.  Web 2.0 networking tools such as Twitter, Facebook and of course blogging are among the few online addictions that are changing the way we communicate. I must admit, I have fallen ill with the social media virus and it has spread faster than, dare I say, H1N1.

From a distance social media may seem like a trend that will come and go faster than one can say “re-tweet;” however, the essence of communication 2.0 is here to stay.

In a recent blog post titled “The Future of Social Media” on PR. 2.0, social media expert Brian Solis comments on the direction of social media as a tool for effective communication. He states that social colonization is the next emerging form of communication.  This phenomena allows users of Facebook and other social media platforms to travel across all networks with the same identity, data and connections. This will not only continue to revolutionize the way we use social media, it will also allow participants to practice transparency.

Social colonization is a perfect opportunity for students of public relations to engage with potential employers and fellow students. Social colonization is also a great way for organizations to listen to what is said about their brand, engage and network with others.

This post is a challenge to all individuals or organizations that are sitting on the social media fence. It’s now or never, so join us and engage with your audiences. You won’t regret it.

“If you don’t have anything nice to say, don’t say anything at all.”

Unfortunately, our mothers’ wise advice may not always apply to Web 2.0. Bear with me as I explain. Like never before, cyberspace has stirred up an open dialogue for anyone and everyone to join and participate. If your organization’s blog or personal blog has experienced negative comments, chances are you have a wonderful opportunity to build your brand image.

In a recent brainstorming sesh with ManneroftheMonth.com creator and editor, Mindy Lockard, we talked about building a professional brand online. We discussed the value of creating a PR plan, as well as a core message to refer to in every business decision. Negative blog remarks are an opportunity to engage with the public, talk with them and act in a way that reflects well on behalf of your organization.

Here are five steps to build your brand in the event of a negative comment:

1. Plan: Planning is crucial to effective crisis communication. Think about how your organization would handle a customer who responds negatively on your blog. What will you say? What will you avoid saying?

2.  Listen: Don’t jump to conclusions. Listen to what the person says and listen to what others say. Are others in agreement?

3.  Evaluate: Is he or she approachable or hostile? Evaluate the situation from as many perspectives as possible.
4.  Engage:  Converse with the person in a timely manner. Don’t wait too long and don’t act too quickly.

5.  Follow up, patch up and evaluate: When your company’s reputation is on the line, follow-up is key to patching up any blunders. Lastly, evaluate the process and prepare for next time!

Much like the first day of school, I’m eager to climb the social media jungle gym called the blog.   However, I don’t have to worry about missing this blogging bus, I’m ready to jump in and talk PR!

The Merge PR blog is a place where academics meets the real world of public relations and social media. My mission is to provide practical insights, savvy solutions and fresh perspectives on public relations. I also hope to converse about theories and strategies commonly used in the classroom to stimulate discussion in the real world.

I am eager to build new relationships and connect with others who are interested in the future of public relations.