Publicity, PR and Your Personal Brand

Publicity is an important part of public relations. If you or your company builds a Habitat For Humanity house every year for a family in need, that’s good public relations. If you write a news release about the fact and get it distributed and published, so that the public is informed about your company’s good deeds, that’s publicity.

Many consumers want to know about the company behind the products they buy. Consumers are concerned with the environment, with ethical behavior and with social responsibility. Good public relations reassures the public that the companies they choose to give their business to share their values and concerns.

As an example, Parade magazine just reported that Drew Barrymore can represent CoverGirl with “a clear conscience” now that the cosmetic company no longer tests its products on animals. You can bet that Barrymore represents a sizable chunk of CoverGirl’s customer base who feel the same way about animal testing. The company’s action to cease testing on animals was a result of sensitivity to the preferences and values of its customer base.

In the same vein, you must be sensitive to the values and concerns of the public you want to influence and impress. Your personal brand should reflect the same values and concerns.