I am NOT a Publicist

I am NOT a publicist.

There, I said it aloud (yes, I know I'm writing, but I actually did say it aloud).

Yes, I'm well aware of the name of my blog.  Yes, I'm aware that people know me as "the PR girl."  But I'm also well aware of how confining this label has become, from both a personal and professional perspective.

The definition of a "publicist?" One who publicizes.

The definition of "publicize?" Give publicity to; bring to public notice; advertise.

My work is so much bigger than that.  It's connecting, communicating, collaborating, educating, influencing, strategizing, advocating, branding, engaging, leveraging, building, teaching, sharing, evaluating, creating.

That's why you won't see the word "public relations" anywhere on the new web site I'm launching in a few weeks.  That's why I will no longer describe myself as a "public relations" professional.  And why the work I have been and will be taking on in the future will be bigger than simply "publicity." 

Who cares if someone "knows" about your product or service if they're not engaged?  If they're not ambassadors?  If you can't create and communicate and share in new platforms?  If you're not building something lasting of substance and value and community? 

Call me an educator, a communicator, a connector, a creator.  But please don't call me a publicist.

Growing Pains: When the Brand Becomes Bigger than You

It's been less than two weeks since the great Facebook purge of 2010, and I'm still getting at least five random friend requests a day. 

I see you're a fan of x (company #2); me, too! Let's connect.

Um, no thank you.  If you're a fan, just become a fan, especially if we have no natural point of intersection or previous connection.

I've previously talked about this issue in terms of privacy (I'm under no illusion that I have any on the internet) or boundaries (being selective about whom you connect with).  But it's really an issue of branding.

When you're building a business--especially as a solopreneur--social media platforms naturally become a hodgepodge of personal and professional.  Even if you have a website, a LinkedIn account or a stand-alone professional blog, it's pretty much impossible--and probably not desirable--to remove all traces of your professional self from social networking sites.  After all your network--even if its just friends and family--can be a powerful tool for generating leads and promoting your business.

That's why I've adopted a hybrid approach to branding.  You'll see it in this blog, on my Facebook page, on my Twitter account, and in the way I interact and connect with people.  Personality sells.  And I can't separate Laura the person from Laura the entrepreneur.  The two are too intertwined. 

And while I believe wholeheartedly in this approach, I'm having growing pains.  The more visible I become and the more people I connect with, the more I WANT some separation between my personal and professional lives; the more murky the lines between friendship and business become; the more wary I become of endorsing people or places or products, lest they mistakenly become associated with my professional brand.

In other words, my brand, like my business, has some growing up to do.  I'm no longer managing one business, but two.  I have a (very small) staff.  I'm expanding my professional offerings and venturing into the big scary world of speaking engagements and writing opportunities.  All of which I want and welcome.  

But the brand has become bigger than me--an extension of me, yes; but only me--no.  And my online presence has to reflect that.  So, it may mean turning down a few Facebook friend requests I would've accepted a year ago and directing those people to my fan page.  It may mean a little less Twitter chatter about wine and more about my latest exciting project.  And more conversations here about the intersection of entrepreneurship, personality and brand.

Bring on adolescence.

Weary Wednesdays: Sales Fail

So, the last place you want to get hit on by a not-so-savvy salesman is at your daughter's wedding. But that's exactly what happened to my parents last month.

The boyfriend of one the guests--I'll call him Jim Doe--is in real estate, and apparently, found out that my parents are in the market for a retirement home south of the city. Which he and his girlfriend, A, managed to point out repeatedly throughout the night--and the more beers they consumed, the more persistent their ill-timed sales pitch became. I know times are tough, but dude--the parents of the bride at a wedding? Just shake somehands, give your well wishes and enjoy the free booze.

Unfortunately, as people become more desperate for business and increasingly misguided about the proper use of social media, these types of occurrences are becoming the norm. I can't tell you how many times I've followed someone on Twitter, only to promptly "un" follow him or her after receiving a direct message urging me to buy a book or some amazing product/service/website to improve my business--presumptuous much? Why the overt sales pitch when a simple "thanks for the follow" or "looking forward to reading your tweets" would suffice?

The same principle works for face-to-face conversations. I've met some great people out and about--dinner parties, networking events, the gym--and many of these people have become my clients and vice versa. But our client relationship began with a PERSONAL relationship. Whether the initial connection was made through a shared interest, a mutual friend or a similar profession, our relationships began with a common point of connection and genuine desire to get to know one another--not to make a buck. I love connecting with people and then sharing those connections with others--but you won't even make it into my virtual Roladex if you start with a hard sell.

Don't be a sales fail.