Publicity Loves Strong Characters And Powerful Identities

Copyright (c) 2011 Small Business Big Publicity

To be noticed by the media, present an individual and powerful identity.

People in the media regularly have one thing in common - a strong identity combined with their love-'em-or-hate-'em character or their charismatic personality. They project an authentic vibrant persona - not a copy or an imitation of anyone else. They are remarkable for who they are, what they project and what they stand for.

Whatever the situation they're in they remain true to this identity. This consistency reinforces their 'brand' and persona through a well-crafted and honed performance that reinforces their defined character in the minds of their audience.

Consider any talk-show host from Oprah Winfrey to Barbara Walters or Sam Newman to Parkinson - all use the power of their identity to position themselves firmly in the minds of their audience. Whether through an engaging personality, a probing interviewer or as an outrageous character - these 'media identities' stand out because they define who they are and how they want to be perceived by their audience. It's not an accident that happens, it's part of a planned strategy to develop a consistent brand and project that to their defined audience.

So for business people wanting to achieve media attention through publicity or PR and carve a niche for themselves in their chosen area, decide how you want your audience to perceive you - from your appearance to your manner. In other words what does your voice, your energy, your humour, your enthusiasm, your joy (or lack of) project? Consider every aspect of what defines you and refine each element with a laser focus to deliver the persona and the message you want.

If you don't know how your target market thinks of you, then find out so you can develop a consistent brand. Don't leave this to chance or for someone else to define. Take the time to think about your niche market, your competitors and the people whom you serve.

Analyse what your competitors are known for. Describe in three words the character each projects. Then turn the light on yourself, what persona do you project?

Few can answer this accurately, so ask others their honest opinion. Don't be offended if it's not exactly what you expected - sometimes the greatest learning comes from the hardest lessons, so listen, analyse and consider whether the person you're projecting is the person you want to be known as.

Take into account whom you serve, why you serve them and how you do this. What is it that differentiates your message and your character from everyone else in the field?

Don't leave this important strategy up to chance, be your own promotional publicist and define yourself within your market. Consider it this way, if you don't know what your persona is, then there's a good chance your message will be poorly defined as well.

What this often results in is a lacklustre performance - a wishy washy unremarkable attempt at trying to be a carbon copy, without projecting your authentic self through a defined and refined public persona.

Authenticity gets noticed. Authenticity attracts people. Authenticity achieves publicity.

So, to achieve publicity and PR refine your message and your persona. Your audience will appreciate it and your message will be heard and received by those who enjoying your character.


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Barbara Grace is a specialist at positioning small business owners as experts in their field through PR and Publicity.