Strategic PR& Personal Branding  Hebrew University - Jerusalem         March 28, 2011
Today• This course is critical to your career / life  path regardless if you become an  entrepreneur, politician, doctor, ...
Today• Background• PR as it was• PR as it is becoming• Social Media• Personal Branding - you!
About• PR guy for 25 years• Social Media for the last 5 years• Blogger with.... 4 blogs• Former Journalist.... contributin...
When I went to college   No PC - we used a        typewriter Research was done the          Library       No Internet  No ...
Caveat• Presentation based on my belief sets• I try things out and like to experiment• Not everything I do works, but the ...
PR• PR still matters in the traditional sense  but it’s rapidly changing  • message  • voice  • content      • If you have...
I still pitch• I still develop story ideas• I still pitch journalists• I still get “media coverage” for clients,  but it’s...
Every company is a...• Media Company • content creator • story teller • community builder   • aimed at being discovered an...
Premise• Don’t just study “PR” as part of your  studies in this course at Hebrew U. • become your own client • start marke...
Today                        Dear Mom &                       Dad... today in• Focus on branding   school, I learned • you...
How to package yourself • Thought leader       raise                                      partners                       m...
Influence is the new currency• Influence and thought leadership is the  new currency• Make your voice heard• Make a difference
study. work hard. have fun.       start       story      telling
stream  yournarrative
build a following and new deal flow will come    your way
how: > ?
The Basics• Develop your “voice”• Write like you speak• Write to and for your audience(s)• Give yourself six months to see...
converse                   interface                  broadcast                    inform                     share       ...
Who are you trying to reach?• Have the right message and tone of  voice • the right people • the right networks • be persi...
The Social Web
If you populate the social webwith great and relevant contentabout your startup and yourself,you’ll be found, and it will ...
static        VS.   activeWeb SiteBrochuresPress ReleasesTrade Show Booth
Go wide and deep  You           Company            Technology                                   Article                 Bl...
How I’ve used the power of social web to get   media coverage, gain credibility and demonstrate thought leadership as a pr...
Aggregate your person brand andbuild your own personal, mobile,        cross-platform app       www.conduit.com
trade   business/financial   broadcast   radio
YouTube -great way to pitch the media
Re-purposing content...  Industry leaders    demonstrate  N-trig technology
Industry leaders demonstrateN-trig applications & product        differentiation
How To: How I watch Internet TV - U-verse and Internet TV
Branding YOU• Your brand is your best personal resume• If you understand the power of personal  branding it will help you ...
How I am branding Alan • Social Networks • Blogging           I’m a mini                     broadcasting • Journalism    ...
What about you?• Student leader• Innovator• Collaborator• First mover• Entrepreneur• Community builder
Consumer facing blog covering AT&T positions me as an authority in triple play services in                  telecom
Facebook connects me tofriends & business associates in       the U.S. and Israel
LinkedIn - business focused socialnetworking in the U.S. and Israel
Flickr photos....I always carry mycamera when I travel for fun or business
Monthly columnist for San Antonio “Express-News” covering AT&T       and Social Media
B.B. King, Tom Petty, The Who          in Concert
Branding You!• Join a few networks• Determine what you want to  communicate about yourself• Make sure you have an up to da...
Branding You• Your personal site on Facebook  incorporated with your school work• Start a blog on your professional  inter...
Brand Persona                   careful how• @HebrewUHottie    you brand• @LoveMyBeer      yourself on                    ...
Be aware• You are what you post... • “you only have to be 18 to drink in   Israel” • “going to Cyprus this weekend to....”...
Contact• Alan Weinkrantz• www.alanweinkrantz.com• alan@weinkrantz.com• @alanweinkrantz - Twitter• FaceBook, LinkedIn too!
Copy of presentation• online today: alanweinkrantz.com• Slideshare.net• copy and share with others• this is just what I be...
Thank You©               2011
Personal Branding & Entrepreneurship - Hebrew Univ Jerusalem
Personal Branding & Entrepreneurship - Hebrew Univ Jerusalem
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Personal Branding & Entrepreneurship - Hebrew Univ Jerusalem

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Presentation to students in entrepreneurship at Hebrew University of Jerusalem with a focus on personal branding.

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  • Personal Branding & Entrepreneurship - Hebrew Univ Jerusalem

    1. 1. Strategic PR& Personal Branding Hebrew University - Jerusalem March 28, 2011
    2. 2. Today• This course is critical to your career / life path regardless if you become an entrepreneur, politician, doctor, lawyer, butcher, baker, candle stick maker, rock star, architect, etc. or win the lottery never work a day in your life.
    3. 3. Today• Background• PR as it was• PR as it is becoming• Social Media• Personal Branding - you!
    4. 4. About• PR guy for 25 years• Social Media for the last 5 years• Blogger with.... 4 blogs• Former Journalist.... contributing columnist San Antonio“Express-News”• Content producer
    5. 5. When I went to college No PC - we used a typewriter Research was done the Library No Internet No iPhone or wireless devices No digital cameraSocial Media did not exist
    6. 6. Caveat• Presentation based on my belief sets• I try things out and like to experiment• Not everything I do works, but the good news is that this costs almost zero, other than your time
    7. 7. PR• PR still matters in the traditional sense but it’s rapidly changing • message • voice • content • If you have or create a startup, PR can help in many ways...
    8. 8. I still pitch• I still develop story ideas• I still pitch journalists• I still get “media coverage” for clients, but it’s getting harder and... less relevant
    9. 9. Every company is a...• Media Company • content creator • story teller • community builder • aimed at being discovered and shared if you do your job right and deliver on your brand promise
    10. 10. Premise• Don’t just study “PR” as part of your studies in this course at Hebrew U. • become your own client • start marketing and selling you in advance of your graduation so you can go on to grad school, start a new business, or get an amazing job
    11. 11. Today Dear Mom & Dad... today in• Focus on branding school, I learned • you are a brand that I was a brand
    12. 12. How to package yourself • Thought leader raise partners money • Innovative • Connecter grad • Networker build a school team • Ear to the ground cool job
    13. 13. Influence is the new currency• Influence and thought leadership is the new currency• Make your voice heard• Make a difference
    14. 14. study. work hard. have fun. start story telling
    15. 15. stream yournarrative
    16. 16. build a following and new deal flow will come your way
    17. 17. how: > ?
    18. 18. The Basics• Develop your “voice”• Write like you speak• Write to and for your audience(s)• Give yourself six months to see it work
    19. 19. converse interface broadcast inform share spread you ideasgive away as much information about you as you can
    20. 20. Who are you trying to reach?• Have the right message and tone of voice • the right people • the right networks • be persistent with outreach
    21. 21. The Social Web
    22. 22. If you populate the social webwith great and relevant contentabout your startup and yourself,you’ll be found, and it will serveits purpose in whatever you wantto do after you graduate fromHebrew U and create a startup orget a job.
    23. 23. static VS. activeWeb SiteBrochuresPress ReleasesTrade Show Booth
    24. 24. Go wide and deep You Company Technology Article Blog submissionsFacebook delicious Twitter SlideShare Comment on other blogs YouTubeLinkedIn Digg Docstoc Slideshare
    25. 25. How I’ve used the power of social web to get media coverage, gain credibility and demonstrate thought leadership as a pro- active consumer of AT&T’s three screen service offering
    26. 26. Aggregate your person brand andbuild your own personal, mobile, cross-platform app www.conduit.com
    27. 27. trade business/financial broadcast radio
    28. 28. YouTube -great way to pitch the media
    29. 29. Re-purposing content... Industry leaders demonstrate N-trig technology
    30. 30. Industry leaders demonstrateN-trig applications & product differentiation
    31. 31. How To: How I watch Internet TV - U-verse and Internet TV
    32. 32. Branding YOU• Your brand is your best personal resume• If you understand the power of personal branding it will help you get into grad school, start a new business, or great an amazing job when you finish Trinity• Branding really shows who you really are
    33. 33. How I am branding Alan • Social Networks • Blogging I’m a mini broadcasting • Journalism network • Self PR • Photography • Videos
    34. 34. What about you?• Student leader• Innovator• Collaborator• First mover• Entrepreneur• Community builder
    35. 35. Consumer facing blog covering AT&T positions me as an authority in triple play services in telecom
    36. 36. Facebook connects me tofriends & business associates in the U.S. and Israel
    37. 37. LinkedIn - business focused socialnetworking in the U.S. and Israel
    38. 38. Flickr photos....I always carry mycamera when I travel for fun or business
    39. 39. Monthly columnist for San Antonio “Express-News” covering AT&T and Social Media
    40. 40. B.B. King, Tom Petty, The Who in Concert
    41. 41. Branding You!• Join a few networks• Determine what you want to communicate about yourself• Make sure you have an up to date photo• If you are on social networks, make sure you have an up to date profile
    42. 42. Branding You• Your personal site on Facebook incorporated with your school work• Start a blog on your professional interests• 30 days of listen• 30 days of research to see who you want to engage with• 30 days of conversation and outreach
    43. 43. Brand Persona careful how• @HebrewUHottie you brand• @LoveMyBeer yourself on twitter...• @AnarchyNation
    44. 44. Be aware• You are what you post... • “you only have to be 18 to drink in Israel” • “going to Cyprus this weekend to....” • “Prof. X is an ass-hole” • “looking to buy term paper on....”
    45. 45. Contact• Alan Weinkrantz• www.alanweinkrantz.com• alan@weinkrantz.com• @alanweinkrantz - Twitter• FaceBook, LinkedIn too!
    46. 46. Copy of presentation• online today: alanweinkrantz.com• Slideshare.net• copy and share with others• this is just what I believe and seems to work• your mileage may vary
    47. 47. Thank You© 2011
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