Executive always demand returns on Investment from public relations budgets. This has always being a Herculean task for many since ages. This time around Public relations practitioner has to justify their budgets or have their departments scrapped. Today’s demand is pointing to ‘no wastages syndrome’ so Public relations investment must not only be tangible but real.

In my research as a professional to help fellow colleagues or any small business owners who have invested in public relations to come out of this predicament, I stumbled on an article by Mark Weiner which I think will help greatly. Most of the things shared here are my opinion formed after going through the article. Mark begins by saying that challenges associated with Public relations activities measurement are traceable to the definition of value. Public Relations value is subjective to measure. This is due to the fact that value changes in term of definition not only from organization to organization but from person to person within the same organization. Mark then suggested that the first step in getting accurate measurement is to first seat with decision makers what value deliverables will really mean to them as well as the organization. They should also define what Public relations value will mean to corporate goal achievement. They will be able to tell what Public relations value they will appreciate most. So the Public relations professional must therefore begin his job by drawing core measurements that are clear to all about the Public relations objectives criteria in terms of planning and evaluation. The Public relations manager will then use core objective criteria to set the Public relations planning and implementation activities. Then use the above criteria to measure and evaluate as he moves on. The next step is constantly post; discuss assessment of the evaluation with the decision makers. From the above it will be easier at the end of the year to present Public relations returns on investment to the decision makers and no one will argue about the returns. Mark Weiner conclude the article in a great tone that got my buy-in when he claims that “measurement as good as it is should not be viewed as a scorecard, but as a tutor-opportunities for learning and continual refinement”.

Mark goes ahead to say “it is hard to imagine a CEO who would not respect the desire to learn and improve”.

Public relations and corporate communications managers often have issues telling their chief executives that they may need to surrender themselves to media and public speaking trainings. I have had causes to question the rationality behind hiring a professional just for the hype or just to belong if you will not listen to him or her.

Last year a major company in Nigeria where one of my mentors holds sway in the corporate communication unit had great issues that could have been resolved before the matter came to public notice. The managing director was said to have messed up his effort. Based on this, I write today’s post. When your boss goofed what should you do to avert future occurrence as a communication director, executive (particularly when it comes to public speaking, media chats, interviews failure) because you will bear the brunt.

I do know no one wants to lose his job, not even at this season when many are losing theirs. The following are some of the ways to help you make your mark in your company.

You may need to ask your boss/chief executive’s opinion about other executives’ media chats, interviews, approach/technique of responses to questions among other. Through that small conversation you could bring the right way to handle media questions, chats.

You can also massage the ego of your boss by acknowledging some of the things he did well and how to handle issues next time. Thereby suggest the need for him/her to take a class/training in media relations. Other way available is talk to his network of friend to help you encourage the Executive to drop the pride and go for training in this regards as this will help your organization gain market advantage over competitor through M.D’s personality,his public speaking as well as media chats finesse. The outcome of the training can also help the Managing Director to deliver magnetic speeches that can enhance his personal, executive branding as well as corporate branding.

Today, I interviewed number one personal branding expert, blogger, writer, author, podcaster in the world who has larger than life followings. It is amazing how this young man of 25 achieve these. Dan Schawbel says anyone can achieve this feat as well as revealed what makes him an icon in this niche. Dan says ‘passion, creativity, uncommon dedication makes it happen for him. Below is our conversation.

Dan, you have become a phenomenon through your blog, how did this happen within two years as a blogger?

It was a combination of passion, hard work, creativity, focus, luck, community and taking a niche topic that was highly relevant. It seems like a lot, but when everything comes together for you and you make sense of it, things start to happen. For instance, if I worked hard and selected a niche, but wasn’t passionate about it, I wouldn’t be as successful as I am today. Also, I used the blog as the foundation for everything else I’m currently working on, such as a book, magazine and more. My strategy from day 1 was to become the #1 ranked site for “personal branding” in Google and I did for months, until people started linking to Wikipedia and I became #2. In retaliation, I worked twice as hard, posting 10 times a week and got back to #1. The reason why this is so important is because it positioned me as the top expert for personal branding, so I got a lot of attention from the media and from people interested in the topic.

As a young man, what gave you inspiration to follow this path you arefollowing in life?*

This has been more of a journey than a two year success story in my

opinion. I had eight internships during college, seven leadership positions in student-run organizations and I had my own consulting business. I learned how competitive it was to get a job in the marketing field and what it took to stand out and shine. I developed a “personal branding toolkit” when I was younger, even though I didn’t term it as “personal branding” back then. The kit had a business card, website, resume, cover letter, references document and CD portfolio that I used in my interviews and really impressed hiring managers. To me, this was all self-marketing. Then, after working at a Fortune 500 company for about a year, I experimented with social media after reading Tom Peters’ “Brand Called You” article in Fast Company. I aligned my passion with this topic and became a master rather quickly because I loved it and worked hard at it. After the blog, I had awards, then an online TV series, a magazine and now a book called Me 2.0.

Can you please share your experience as a blogger and what were the major steps you took to get your blog this large followings………*

I’ve had a few different phases while blogging. First, as a beginner, I had to learn the ropes, exchange links with other relevant websites, comment on every single blog pertaining to my topic, read countless blog posts to keep a pulse on the industry and reach out to everyone offline. Second, I formed content partnerships, shifted to online video and joined Ning communities and social networks. Third, I guest posted on other blogs, wrote for magazines and interviewed successful business owners. In another week or so, I will start the fourth phase, which is a community blog, under the same name!

Some of the secrets about successful blogging you have shared

includes good content and marketing, can you please expatiate on how to market a blog…*

Marketing a blog is a lot of work. The blog itself is the chief marketing engine because people love good content and will find you if you write well. Commenting on posts, guest blogging, linking, interviewing and other strategies help expedite the blog growing process.

You are a man of many parts i.e. a blogger, employee, podcaster,

author among many other roles, how did you combine all these roles without failing in one?*

I tend to focus my efforts on what’s succeeding and what brings in revenue. For instance, if you ask me what I do now, I’ll lean to the blog, my full-time job, the magazine and the book. Everything else is secondary to these and they all help market each other, with the reoccurring theme of “social media.”

Recently, you published a book Me 2.0, why do you thing PR should

embrace web 2.0? What implications are there to be suffered through

negligent?*

When it comes to business, social media has the great influence,

implications and benefits to the PR function. Most PR agencies have to get involved with social media now because the new influencer’s are bloggers and social networks carry messages quite fast (spread virally). In order to “tap” the new influencer’s, you have to be apart of the conversation and not be isolated with the mainstream press all the time. PR has no choice whether to embrace web 2.0 or not because the media landscape has already been changed forever. What are your guiding principles in maintaining a strong personal brand?

Here are a few important aspects to personal branding, which are noteworthy to those who want to achieve superstardom:

1. Authenticity – be the real you because everyone else is taken and replicas don’t sell for as much.

2. Transparency – be open and honest with everyone because bad press is more visibility and more talked about than good press.

3. Passion – be insanely enthusiastic about your topic or no one else will.

4. Courage – when people stop believing in you or make fun of you, you have to stay confident.

5. Determination – despite obstacles, you need to carry out your goals.

Your focus as a social media expert is on Generation-Y, why did you

chose this generation and do you think that is a great market to approach?

I chose to specifically gear my teachings and content to Gen-Y because they need personal branding more than anyone. During college, they don’t learn how to get a job, yet it is the point of going to school in the first place. Math and English are critical classes, but even they can help you get the job of your dreams. In college, you have many options, such as choosing a major, selecting classes and joining various groups. It is your chance to experiment and figure out your brand, yet many fail to do so. My approach applies to everyone in the world, but starting out at an early age is the best means to success. Heck, I’m only 25!

What further roles do you intend to take in this New Year and what do you think about the future of personal branding?*

In 2009, I plan to build my current blog into a community, where I’ll have multiple blog contributors and a complete redesign (I’ll be taking my own advice!). Also, my book, Me 2.0, comes out on April 7th, and I hope to be closer to the media by the end of this year. I’d like to be on national TV as well. The rest can’t be spoiled until the time is right.

What are your advice for upcoming personal branding experts?*

You need to love being a personal branding expert for you to come off naturally to everyone else. Otherwise, your business model will fold.Also, I recommend that you learn about how web 2.0 has altered first Impressions, how we market ourselves and how it ties in with getting free promotion. Any personal branding expert needs to understand how to build social media campaigns.

You can visit Dan schawbel’s blog www.personalbrandingblog.com

Dan Schawbel is the leading personal branding expert for Gen-Y. He is the author of “Me 2.0: Build a Powerful Brand to Achieve Career Success (Kaplan, April 2009)“. Fast Company calls Dan a “personal branding force of nature.” Dan has introduced a whole new generation to personal branding, as he opens up new opportunities and strives to elevate the practice. His Personal Branding Blog® is consistently ranked in the top 100 marketing blogs in the world by AdAge, and has achieved syndication from Forbes, Reuters and Hoovers. Dan publishes Personal Branding Magazine®, is the head judge for the Personal Brand Awards® and directs Personal Branding TV®. He has written articles in major magazines and online resources such as BrandWeek Magazine, PRWeek, About.com, Web Worker Daily, T & D Magazine, Small Business Opportunities Magazine .He has 8 years of marketing experience, employed at companies such as EMC, Reebok, Lycos, LoJack, and TechTarget. He is on the board of advisers for a geo-social network company called ((Echo)) MyPlace. Also, Dan is keynote speaker at colleges and universities and helps individuals and companies with branding. Also, he was even invited to be one of the inaugural marketing speakers at Google. Dan graduated Magna Cum laude from Bently College (Now University) in 2006.

Credibility entails trustworthiness, reliability, authority and sincerity. As we all know that does not come on a platter of gold. Each brand must work hard to earn it. It is not given based on your look or what you say alone. It must be proved ‘quo vadis’. First, brand credibility must answer why a customer should stay with you and not look elsewhere. When you know what clients want and you already has that offering, there is need to engage integrated brand promotion. This begins with a creative brand visuals that speak the right language with the brand personality.

Remembering that credibility is about being trusted and its lack erodes brand’s image. Is your brand credible or are you  just using the audience? If it is not, it’s a matter of time before the bubble will bust. Today, let us examine three vital indices that can guarantee credibility.

1. Behave creditably: Actions, attitudes speak so loud that I can not hear what you say also holds water here. Do not just promise, act it and give your promise the best shot. Over time, your audience will believe what you say and you will be regarded as a creditable brand.

2. Have substance: How will you rate the use of English by an acclaimed professor of English and a pupil in the lower primary? I am sure the standard will be different? The same goes with individual brands as well as corporate brands. Claiming that you are an excellent and first class provider of a service must be backed-up with highly rated substance. Add values everyday to your audience. Give them something useful and life changing. A giver is always on top. A giver always command attention. Because he meets needs.

3. Look credible: This is a great asset. Men look at the outward appearance before they talk to you. Though there are few exceptions. A guy was denied visa just because the official thinks the individual can not be the owner of the balance in his bank account that he submitted. That may not sound palatable but it is true. Look your part. Enhance your image as much as you have the means. In fact invest in your ward robes. I did not value this advice before but today it is making sense.