Personal Brand Plan Meagan Campbell

Key MessagesWhat I’ve learned until now has taught me how much I still need to learnNever underestimate the power – for better or for worse – of a single passionate voice speaking to a receptive audienceI hope my use of social media will reinforce and build on – but never supplant – the “offline” professional relationships and communities I have worked to build

Channels+++++=

StrategyLeverage the past few years I’ve spent working in journalism and making contacts in media to build a diverse network of contacts.Focus my online presence and brand on content that I want to promote and share, rather than on myself. Tailor my messages to my target audiences (potential employers and future co-workers), rather than a general pool of other PR professionals (ie. avoid building/joining a network that is self-obsessed and self-feeding).

TacticsIncrease interactive use of twitter with more @ replies and RTs to build a network there.Comment consistently and constructively on a few key PR-related blogs, using twitter identity and Sprouting blog URL as signature to raise awareness of my brand.Increase activity and raise my profile on LinkedIn by joining more groups and using the status-update feature.

Measurable Objectives/Critical PathTo reinforce connections made online, attend at least two PR networking events in November (one organized by CPRS, of which I'm a member, and one more, possibly a Second Tuesday gathering) by Dec. 15. Continue to build my following on Twitter, with a goal of attracting 150 followers by Dec. 1.

Measurable Objectives/Critical Path, cont’dConnect with a mentor whose career and online presence I admire by Dec. 1.Increase my engagement with LinkedIn, adding at least 12 more PR professionals to my contacts by Dec. 1.Develop my PR blog, S_pr_outing, by adding at least one post per week until the end of the semester.

Personal SWOT Analysis HighlightsStrengths: four years of “real-life” experience, professional writing and editing in print and online, established media contacts and networkWeaknesses: no experience with branding or with selling products or ideasOpportunities: media relations is highly valued in PR, as is writing experience/skillsThreats: fine line between marketing and PR jobs

GoalTo use my time in this program to establish connections in Toronto's PR community while at the same time maintaining and building on my pre-existing media contacts, with the ultimate goal of entering into the PR field with a targeted set of skills and tools.

My Brand Cloudtestedquick studycommunity-orientedcreativecommittedpersonablewriterweb-savvyToronto expertexperienceddiversifiedmedia-trainedmotivatednews junkieeditor