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A Publishing and PR Powerhouse: Defining
My Personal Brand
By: Arianna McLaughlin C2
Reading+ lit crit.+ publicity + culture…= my brand
Derek Zoolander: Who am I? Derek’s reflection: I don't know.
Derek: I guess I have a lot of things to ponder.
It took me a while to determine my brand. At first I was too focused on creating the “perfect brand,” instead of finding
out what makes me click.
It came down to what I love and what I see myself doing.
Reading and books have defined each stage of my life. I can’t think of a way of “branding” myself without incorporating
that part of my identity.
Combing my love of reading and my interest in PR was the obvious answer to my branding concerns
My Goals I want to establish myself as the go-to-girl for
literary PR in Canada
I want to create a brand that feels natural to me
I want to create a legitimate and authoritative voice for my brand
I want a brand that helps me take what I love (reading) and turn it into a career in PR
I want to be help increase the international profile of Canadian authors
Key Messages
Where I am at now: Strengths Weaknesses Opportunities Threats
Knowledge about literary criticism
Very limited online presence
Recent blockbusters like Twilight are increasing the online presence of literature
Decreasing interest in reading and print in particular
Distinct perspective
Dedicated and committed to everything I start
Fear of putting my “personal” self out there
Transitional time: traditional publishing to social media
Difficult to establish an authoritative voice both online and in literary community
Writing and reading skills
Beginner in technology
Objectives and Strategies • Objective: To integrate myself into the Canadian literary
and publishing worlds
• Strategy: Increase my online presence
• Tactics:
• Launch my literary review blog by end of Nov. 2009
• Establish a presence on Canadian literary blogs like the Quill & Quire by commenting on posts- at least 2 comments per month beginning Nov. 2009
• Increase the literary/PR focus of my Tweets- min. 3 Tweets a day, beginning Nov. 2009
Objectives and Strategies (cont)
• Objective: To integrate my love of literature into my PR career path
• Strategies: Create a brand that integrates literature and PR
• Tactics: • Review novels and the publicity they receive- begin
with 2 per month for Nov. 2009-Jan. 2010 • Focus my school assignments on publishing so I have
specific examples for my portfolio • Conduct an analysis of Oprah’s current book club
selection and how the novel and author are affected by the process –ongoing
Objectives and Strategies (cont)
Objective: To make PR and publishing industry connections
Strategies: Put myself out there online and at events
Tactics: Use social networking sites to try to find a
mentor by January 2010 Attend industry events beginning Nov. 2009 Add more industry Twitter contacts- get in
contact with a least 5 by Dec. 2009.
Channels and Tools
New industry contacts-make contact with 5x a month
ReTweet industry ppl. or orgs. 5x a week
Launch my blog- end of Nov. 2009. Update 2x a week
Comment on industry blogs like Quill and Quire to get my name out there
BLOGS
Use Humber NING and LKSU30 NING for contacts
Begin using Facebook as a business tool
SOCIAL NETWORKING
SITES
CRITICAL PATH BLOG TWITTER CONTACTS
• Blog will be launched by end of Nov. 2009
• min. 2 reviews per month for Nov.-Jan 2010
• min. 2 other related posts a month for Nov-Jan 2010 • Comment on other blogs at least 2x a month until Jan. 2010
• Jan.2010: reevaluate blogging progress and success- see if goals should be changed
• Increase industry followers- 5 new industry follower per month
• ReTweet 5 related Tweets per week beginning Nov. 2009
• Min 3 Tweets per day
• Get in touch with 5 Humber PR NING/ LKAU30 NING contacts throughout Nov. and Dec. 2009
• Attend 2 networking events outside Humber by the end of Dec. 2009
• Join CPRS mentorship program by end of Nov. 2009
• Join IABC and CPRS by the end of Nov. 2009
• Engage with 5 members from each org. by Jan. 2010
Self-evaluation My brand is a work in progress- I am still a beginner in brand
planning and social media . I’m learning as I go along
I am going to continually update my plan and my brand as I explore what personal branding is all about
Self-evaluation will be a defining feature of my personal brand plan – I need to know what works for me and what needs to be changed. January 2010 will be a month review and revision
At the end of the day, I need to…
TAKE CHANCES
PUT MYSELF OUT THERE
EVALUATE