For startup entrepreneurs who want to start establishing themselves as a thought leader and create a personal brand that they can leverage into bigger clients and contracts, speaking engagements, and book sales, the next step is to make more concrete goals and create a plan to make it happen.
Here are a few goals that can help you get going:
1. I will get published in at least ___ publications in the next year
If you’re a busy entrepreneur, and you are taking these tasks on without the help of a PR agency or communications director, it is important that you make your goals realistic and attainable, so that you don’t get overwhelmed or discouraged or let it slip when you’re too busy. It is also important to actually follow through on your resolutions throughout the year, say, six months from when you first set your goal, when you’re not as motivated and excited about change as you are today. Make sure that you create some kind of reminder for yourself, whether you set periodic reminders on your Google calendar or set a to-do in your project management system to remind you throughout the year to work towards your goal.
2. I will create an editorial calendar
Create an editorial calendar for yourself for the next year with as many guest pieces and blog posts as you can think of that you want to write. Do some research to find the editorial calendars of publications that you want to be in (or email the editor and ask them), so you know what they are looking for at various times of the year, so that you can fill the need. Stick to your writing schedule, or, better yet, stay a month ahead of yourself on your editorial calendar, so you only have to write guest pieces and blog posts as a timely news story or trend emerges.
3. I will set aside ten minutes each week to brainstorm new ideas for guest pieces and talking points
By blocking a few minutes out on your calendar each week, you are forced to always keep your PR at the forefront of your mind. Every week, think about news stories and trends and what is going on in your industry and in the world, and see if there is a logical way for you to comment on them. By constantly pitching new, timely ideas, you will be seen in more places and more often.
4. I will give more to receive more
Giving more of your knowledge will help you to establish yourself as a thought leader. By focusing on how you can help readers, viewers, and listeners, instead of promoting your agenda through advertorial content, you will not only find yourself getting more opportunities and being asked back as a regular columnist or guest, you will also find that you start developing fans and people who are interested in what you have to say. People who are interested in what you have to say leads to more clients and more money. In PR, you will never receive exposure or credibility if you are not willing to give.
5. I will get over my fear of doing interviews
Many people are intimidated by the idea of being interviewed. Decide that you are going to conquer your fear—give yourself the pep talk you need, ask a trusted staff member for support practicing, and, if you are really nervous or unprepared, go through media training.
6. I will conduct an audit of my professional bios on guest columns, LinkedIn, Twitter, and my website
These days, it feels like our digital footprint is larger than our carbon footprints. It is easy to forget the LinkedIn bio that you wrote two years ago or the website content that is out of date. Spend some time reviewing and rewriting all of the information that is out there about you to be consistent with your brand and your goals. Chances are that the first time you rewrite your bios, you will miss a platform somewhere. Google yourself and keep a list of sites that you are on (and make sure that you continue to add to the list every time that you register for somewhere new or every time that a client mentions that they found you on __________ site that you forgot about). Remind yourself to review your online presence on all of the platforms on your list at least once per quarter. It should only take a few minutes of your time once you’ve done it once, but it will keep you from forgetting about outdated content that is still circulating the Internet and impacting your brand.
By sticking to these goals, by the end of one year, you will have built a thriving brand and be able to continue on the momentum that you have built for yourself. Each media opportunity will bring you new, bigger, and more media opportunities, as well as more clients and investors.
