Presentation to students in entrepreneurship at Hebrew University of Jerusalem with a focus on personal branding.

1. Strategic PR
& Personal Branding
Hebrew University - Jerusalem
March 28, 2011

2. Today
• This course is critical to your career / life
path regardless if you become an
entrepreneur, politician, doctor, lawyer,
butcher, baker, candle stick maker, rock
star, architect, etc. or win the lottery
never work a day in your life.

3. Today
• Background
• PR as it was
• PR as it is becoming
• Social Media
• Personal Branding - you!

4. About
• PR guy for 25 years
• Social Media for the last 5 years
• Blogger with.... 4 blogs
• Former Journalist.... contributing
columnist San Antonio“Express-News”
• Content producer

5. When I went
to college
No PC - we used a
typewriter
Research was done the
Library
No Internet
No iPhone or wireless
devices
No digital camera
Social Media did not exist

6. Caveat
• Presentation based on my belief sets
• I try things out and like to experiment
• Not everything I do works, but the good
news is that this costs almost zero, other
than your time

7. PR
• PR still matters in the traditional sense
but it’s rapidly changing
• message
• voice
• content
• If you have or create a startup, PR
can help in many ways...

8. I still pitch
• I still develop story ideas
• I still pitch journalists
• I still get “media coverage” for clients,
but it’s getting harder and... less relevant

9. Every company is a...
• Media Company
• content creator
• story teller
• community builder
• aimed at being discovered and
shared if you do your job right and
deliver on your brand promise

10. Premise
• Don’t just study “PR” as part of your
studies in this course at Hebrew U.
• become your own client
• start marketing and selling you in
advance of your graduation so you can
go on to grad school, start a new
business, or get an amazing job

11. Today
Dear Mom &
Dad... today in
• Focus on branding school, I learned
• you are a brand that I was a
brand

12. How to package yourself
• Thought leader raise
partners
money
• Innovative
• Connecter
grad
• Networker build a
school
team
• Ear to the ground
cool job

13. Influence is the new currency
• Influence and thought leadership is the
new currency
• Make your voice heard
• Make a difference

14. study. work hard. have fun.
start
story
telling

15. stream
your
narrative

16. build a following
and new deal
flow will come
your way

17. how: > ?

18. The Basics
• Develop your “voice”
• Write like you speak
• Write to and for your audience(s)
• Give yourself six months to see it work

19. converse
interface
broadcast
inform
share
spread you ideas
give away as much information about you as you can

20. Who are you trying to reach?
• Have the right message and tone of
voice
• the right people
• the right networks
• be persistent with outreach

21. The Social Web

22. If you populate the social web
with great and relevant content
about your startup and yourself,
you’ll be found, and it will serve
its purpose in whatever you want
to do after you graduate from
Hebrew U and create a startup or
get a job.

23. static VS. active
Web Site
Brochures
Press Releases
Trade Show Booth

24. Go wide and deep
You Company Technology
Article
Blog
submissions
Facebook delicious
Twitter SlideShare Comment on other
blogs
YouTube
LinkedIn Digg
Docstoc
Slideshare

25. How I’ve used the power of social web to get
media coverage, gain credibility and
demonstrate thought leadership as a pro-
active consumer of AT&T’s three screen
service offering

26. Aggregate your person brand and
build your own personal, mobile,
cross-platform app
www.conduit.com

27. trade business/financial broadcast radio

29. YouTube -great way to pitch the media

30. Re-purposing content...
Industry leaders
demonstrate
N-trig technology

31. Industry leaders demonstrate
N-trig applications & product
differentiation

32. How To: How I watch Internet TV - U-verse and Internet TV

34. Branding YOU
• Your brand is your best personal resume
• If you understand the power of personal
branding it will help you get into grad
school, start a new business, or great an
amazing job when you finish Trinity
• Branding really shows who you really
are

35. How I am branding Alan
• Social Networks
• Blogging I’m a mini
broadcasting
• Journalism
network
• Self PR
• Photography
• Videos

36. What about you?
• Student leader
• Innovator
• Collaborator
• First mover
• Entrepreneur
• Community builder

37. Consumer facing blog covering AT&T positions
me as an authority in triple play services in
telecom

38. Facebook connects me to
friends & business associates in
the U.S. and Israel

39. LinkedIn - business focused social
networking in the U.S. and Israel

40. Flickr photos....I always carry my
camera when I travel for fun or business

41. Monthly columnist for San Antonio
“Express-News” covering AT&T
and Social Media

42. B.B. King, Tom Petty, The Who
in Concert

43. Branding You!
• Join a few networks
• Determine what you want to
communicate about yourself
• Make sure you have an up to date photo
• If you are on social networks, make sure
you have an up to date profile

44. Branding You
• Your personal site on Facebook
incorporated with your school work
• Start a blog on your professional
interests
• 30 days of listen
• 30 days of research to see who you want
to engage with
• 30 days of conversation and outreach

45. Brand Persona
careful how
• @HebrewUHottie you brand
• @LoveMyBeer yourself on
twitter...
• @AnarchyNation

46. Be aware
• You are what you post...
• “you only have to be 18 to drink in
Israel”
• “going to Cyprus this weekend to....”
• “Prof. X is an ass-hole”
• “looking to buy term paper on....”

47. Contact
• Alan Weinkrantz
• www.alanweinkrantz.com
• alan@weinkrantz.com
• @alanweinkrantz - Twitter
• FaceBook, LinkedIn too!

48. Copy of presentation
• online today: alanweinkrantz.com
• Slideshare.net
• copy and share with others
• this is just what I believe and seems to
work
• your mileage may vary

49. Thank You
© 2011