Heather McEwen has created a personal brand plan to promote herself as a capable PR practitioner. Her goals are to increase her online presence and broaden her network of connections in the field. Her strategy is to strengthen her online presence through social media engagement and networking with professionals. Tactics include following leaders on social media, blogging weekly, joining professional organizations, and seeking mentorship.

1. Heather McEwen Personal Brand Plan

2. Personal Brand Goal To promote myself through my online personal brand as a capable and effective public relations practitioner. Personal Brand Statement I am a confident young professional with heightened writing and communication skills. I have interest, and experience, in supporting non-profit organizations through media relations.

3. Objective Increase my online presence in order to broaden my connections and position myself as an effective communicator.

4. Strengths Currently enrolled in post grad certificate program for PR Previous experience with two positions in event planning for non-profit organizations Strong work ethic Open to learning new technologies and methods Strong writing and communication skills Weaknesses Limited online presence Limited leadership roles in past work experience Not a member of IABC or CPRS Opportunities Join IABC and CPRS Seek advice from knowledgeable mentors Frequent volunteer opportunities Comment on blogs Threats Economic climate Competitive industry

5. Key Messages

6. Channels Twitter LinkedIn Ning Wordpress Blogspot

7. Strategy Strengthen online presence Increase networking opportunities among PR professionals Become involved in mentorship programs

8. Tactics Increase participation on social media applications (e.g. comments on blogs) Follow and comment on PR professionals’ social applications Join IABC and CPRS Volunteer for non-profit groups

9. Critical Path Deadline Tactic Nov 15 - Follow at least 3 PR professional / non-profit leaders social applications - Begin making at least one blog entry per week Dec 1 - Follow at least 6 PR professional / non-profit leaders social applications - Join both IABC and CPRS - Update resume on LinkedIn Jan 1 - Follow at least 9 PR professional / non-profit leaders social applications - Add professionals on LinkedIn - Research non-profit public relations volunteer opportunities Feb 1 - Follow at least 12 PR professional / non-profit leaders social applications - Comment on at least 10 professional blogs - Approach mentors for feedback on personal brand presence March 1 - Follow at least 15 PR professional / non-profit leaders social applications - Make reccomended changes to personal blog and online presence as per mentors’ suggestions April 1 - Follow at least 20 PR professional / non-profit leaders social applications - Confirm resume is up to date