Why Executives Need to Invest in Personal Branding and PR

by Tonya McKenzie

Even though many executives believe that their hard work and current reputation are enough to sustain their status in their industry, it’s important for them to invest in personal branding and PR for several reasons.

Executives with strong personal brands are 27% more likely to feel optimistic about their company’s future.

70% of U.S. recruiters and HR professionals have rejected candidates based on information they found online.

95% of recruiters believe that personal branding is important.

It is important to note that personal brands are not static. They can evolve over time as an executive grows and changes. It is also important to be authentic in your personal brand. People can spot a fake from a mile away, so it is important to be true to yourself and your values. Personal branding helps executives to:

• Establish and sustain themselves as thought leaders in their field. By sharing their expertise and insights, executives can position themselves as trusted sources of information and build a continued reputation for credibility. You don’t want to seem outdated or behind the times.
• When you continuously show that you are at the top of your game, you attract top talent. A strong personal brand can help executives entice the best and brightest employees. Be the executive that top talent wants to work for. Job seekers increasingly seek to work for executives they admire and respect.
• Build relationships with key stakeholders. A well-managed personal brand can help executives build relationships with customers, partners, investors, and other important stakeholders.
• An executive has the opportunity to boost their company’s reputation when their personal brand is well established and maintained. A positive personal brand can reflect positively on the company that an executive leads.

If you are wondering why a well-respected and high-achieving executive would need Public Relations (PR), here is why:

• It’s one thing to have a well-built reputation but understand that the PR is to manage their public image. PR can help executives to control how the media and the public perceive them. This is especially important in the age of social media when anyone can share their thoughts and opinions about executives and their companies.
• PR helps to generate positive media coverage. PR can help executives to secure positive media coverage for their companies and themselves. This can help to raise awareness of the company, its products or services, and the executive’s expertise.
• PR is to help prevent and manage a crisis. PR can help executives to develop and implement a crisis communications plan. This can help minimize the damage to an executive’s reputation and the company’s brand in the case that something happens. If you are lucky enough to have a very insightful public relations professional, they can spot pitfalls and troubled waters before they become a problem.

Just like personal and professional development, or even continued education, a personal brand and PR are essential tools for executives who want to succeed in today’s business world. By investing in their personal brand and PR, executives can position themselves for success and help their companies to thrive.

Here are some specific examples of how executives have used personal branding and PR to achieve their goals:

Richard Branson is the founder of the Virgin Group, a conglomerate that includes businesses in a variety of industries, from airlines to music to travel. He has used his personal brand to create a sense of adventure and excitement around the Virgin brand. He is known for his unconventional approach to business and his willingness to take risks. Branson’s personal brand has helped him build a successful global business empire.

Mary Barra is the CEO of General Motors, one of the largest automakers in the world. She has used her personal brand to transform GM’s image and culture. She is known for her focus on innovation, customer satisfaction, and diversity. Barra’s personal brand has helped GM regain its position as a leader in the automotive industry.

Jeff Bezos is the founder and CEO of Amazon, the world’s largest online retailer. He has used his personal brand to create a culture of customer obsession and innovation at Amazon. Bezos is known for his relentless focus on long-term goals and his willingness to experiment. Bezos’s personal brand has helped Amazon become one of the most successful companies in the world.

Sundar Pichai is the CEO of Google, one of the world’s largest technology companies. He has used his personal brand to create a culture of humility and collaboration at Google. Pichai is known for his low-key personality and his focus on getting things done. Pichai’s personal brand has helped Google maintain its position as a leader in the technology industry.

Reed Hastings is the co-founder and CEO of Netflix, the world’s leading streaming entertainment service. He has used his personal brand to create a culture of innovation and experimentation at Netflix. Hastings is known for his willingness to take risks and his focus on customer satisfaction. Hastings’s personal brand has helped Netflix revolutionize the entertainment industry.

Satya Nadella is the CEO of Microsoft, one of the world’s largest technology companies. He has used his personal brand to transform Microsoft’s culture and focus. Nadella is known for his humility, his focus on learning, and his commitment to diversity and inclusion. Nadella’s personal brand has helped Microsoft regain its position as a leader in the technology industry.

By carefully crafting and managing their personal brands, executives can attract top talent, raise capital, build relationships with key stakeholders, and manage their public image. Give it some thought. Are you investing in your personal brand? If not, what’s stopping you?

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