Why it's time for PR professionals to build their own brands - PR Daily

"PR professionals spend their careers helping other people become credible. We manage stories, build reputations and shape how others are perceived. But when it comes to doing the same for ourselves, we call it self-indulgent or unnecessary. That's a costly habit. Clients aren't choosing agencies or skill sets alone anymore. They're choosing people. And the ones who are visible, trusted and respected get more opportunities, higher fees and more control over their careers."

"The rest? Hidden in plain sight. The media has changed. Our approach hasn't. Journalists are now creators. Creators are media brands. Experts build their own platforms. The lines between PR, marketing and publishing are gone. The creator economy has merged with the expert economy. It's no longer just about what you've done, it's about who sees you doing it. The creator economy is worth more than $250 billion globally, which highlights that visibility is at the center of business strategy and infrastructure."

"Whether you're in-house or agency side, you need to think like a content creator to stay relevant. That means sharing value in ways people can see and remember. Many PR pros still assume their work should speak for itself. Others worry about being seen as arrogant. Most are too busy building brands for other people to focus on their own. But not building your personal brand is a risk - especially if you're mid-career or running a consultancy. Here's what you're leaving on the table:"

PR professionals regularly build credibility for clients while often neglecting their own visibility. Clients increasingly choose people over agencies or skill sets, favoring visible, trusted, and respected individuals. The media landscape has shifted as journalists become creators and experts build personal platforms, dissolving boundaries between PR, marketing, and publishing. The creator economy has merged with the expert economy, placing visibility at the center of business strategy. Failing to cultivate a personal brand forfeits referrals, speaking invitations, client trust, and long-term leverage for pivots into freelance, training, or senior roles. Visibility generates credibility: work opens doors and reputation keeps presence.

Read at PR Daily