How to use PR to build your reputation in business and on boards

A FUTE tip 2 - CopySome company directors and CEOs see PR as something that only benefits the company as whole. What many in the top job may not realise is that the PR opportunities available to them within their company can give their own reputation a boost and increase their chances of landing a position on a board or their next career move.

Improving your reputation with PR

Become a known expert:
When you use PR to position yourself as an expert in your field, it is your name and job title that is published for people in your industry or the general public to see. This helps build your credibility and in future circumstances when a journalist requires an expert in your field – it’s your name that comes to mind.

Improves your career prospects:
When you’re meeting a prospective board appointment or new employer, taking along a sample of media clippings that repeatedly mention your expertise will do wonders for your credibility and will stand you apart from the competition. Even better if the recruiter recognises your name from trade publications within the industry.

Land a position on a board:
While scoring a much sought after position on a board comes down to hard work and strong networks, one of the best ways to get recognised by board directors is by being seen in the media. You want to be known for having a voice and a good reputation – all of this works towards creating a profile of a person that boards want as a member.

How to make PR work for you:

Although it’s worthwhile knowing why PR is great for a CEO’s profile, there is no point having this knowledge if you don’t know how to make PR work for you.

Be available for opportunities:
It’s no secret that CEOS are incredibly busy but by making room for a 15 minute media interview, you could be providing yourself and your company with thousands of dollars worth of PR value. The more accessible you are to journalists, the more chance they’ll contact you when looking for an expert in your field. By simply saying yes a bit more, PR will begin to really work for you.

Get media training:
Taking a phone interview or answering a few questions in front of camera might seem incredibly daunting but with some decent media training you’ll be better prepared to handle whatever is thrown at you.

You might feel as though you know what you want to say but when it comes to crunch time, the words get stuck and you end up projecting an image that is less than flattering to yourself and your company.

Even if you feel pretty confident with your key messages and handling journalists, having a trained professional sit with you and help you organise your thoughts and create the right image is something that can’t be underestimated.

Look for regular business and entrepreneur focused columns/articles:
You don’t need to limit your area of expertise to the industry you work in, as a CEO you have a multitude of experience and skills that others want to hear about. Put yourself forward as an expert on management, as an entrepreneur or for any other related business stories or columns.

Accept your industry expertise and shout about it:
Sometimes it’s hard to swallow the title ‘expert’. It might feel as though everybody’s an expert these days, but the truth is, you have knowledge in your particular field that others don’t and you can capitalise on this by offering ‘expert comment and opinion’ in your industry.

The more you accept that you are an expert, the more everybody else will accept it too. Every story needs someone with expertise to add credibility to what the journalist is saying and the more that you use PR to put yourself forward as that expert, the more credible your own profile becomes.

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Sydney Public Relations Agency, CP Communications provides specialist media, traditional and online PR strategies that get amazing results. Contact us today. For more PR tips see

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