Personal branding tips for journalists and communicators

The key to personal branding is being authentic, public relations and reputation consultant Angel Livas advised National Press Club members participating in her professional development session at the monthly meeting of the Communicator Team.

Online content should educate, demonstrate, motivate and inspire, Livas said. To determine your authentic strengths ask: “Where are you passionate?”

Livas, who started her consulting business three years ago, gave her tips at a Club Communicator Team breakfast meeting on Wednesday, April 11.

Like any communications plan, personal branding begins with identifying your audience, she said.

“Go where you need to be; where your audience is,” Livas said, noting the same is true whether you have your own business or creating a reputation in your job.

Livas is enthusiastic about the use of online videos because many messages may be conveyed in a short time period. YouTube is an increasingly popular search engine, particularly to find out how to do something, and Facebook Live is good for boosting views in your feed, she said.

Livas said social media posts should have a call to action that keeps the audience in your space, such as driving them to your website. She recommends creating products such as webinars or books to generate income, and always having a personal media kit ready so you can respond quickly to incoming requests.

She recommended many online tools that are very affordable or free, including Canva to create social media posts, HootSuite to manage social media accounts and to post content to be seen later, and LinkedIN ProFinder for freelancers to reach potential clients.

The National Press Club Communicator Team hosts monthly professional development breakfasts sessions for journalists and communicators that are free to Club members. A member may bring a guest who pays a $10 fee at the time registration. The fee will be refundable if the guest becomes a Club member.