By Marilyn Velez, Senior Marketing Specialist, CBIZ & PRPLI Board Member

Public relations professionals are trained to build brands, shape narratives, and safeguard reputations. But too often, we overlook our most important client: ourselves. In today’s competitive communications landscape, your personal brand as a PR pro is just as vital as the campaigns you run. Reputation management doesn’t stop at the client level – it applies to the professionals behind the work.

So, what can you do? Join a board, like I did.

Below are some helpful steps to kickstart your personal brand makeover.

Why Your Personal Brand Matters

On Long Island, PR is a close-knit community where reputation and relationships drive opportunities. A strong personal brand sets you apart, builds trust with clients, and positions you as a thought leader. Whether you’re pitching to a newsroom, applying for a board seat, or growing your freelance practice, how you present yourself can open (or close) doors.

Step 1: Define Your Value Proposition

Ask yourself: What do I want to be known for? Maybe it’s expertise in healthcare communications, excellence in nonprofit storytelling, or mastery of digital strategy. Identify your niche and articulate it clearly across your professional platforms, from LinkedIn to networking events. Consistency is key.

Step 2: Curate Your Online Presence

Clients Google you before they meet you – so make sure your digital footprint reflects the professional you want to be. Update your LinkedIn with fresh work, share articles that showcase your knowledge, and highlight speaking engagements or community involvement. Your social media should project credibility, but also authenticity.

Step 3: Build Thought Leadership

Personal branding isn’t just about visibility – it’s about influence. Writing articles (like this one), speaking at local events, or volunteering on industry committees (such as PRPLI’s board) demonstrates expertise and commitment. Long Island professionals should see every public-facing opportunity as a chance to reinforce their credibility.

Step 4: Apply PR Principles to Yourself

The same strategies you use for work for you too! Craft your own elevator pitch. Monitor how others perceive your brand. And, if necessary, conduct a reputation audit to ensure alignment between how you see yourself and how others see you.

The Key Takeaway

For PR professionals, reputation management isn’t optional – it’s essential. By defining your value, curating your online presence, building thought leadership, and applying PR principles to yourself, you can ensure that your personal brand enhances your professional opportunities. After all, in an industry built on trust and perception, your brand is your business.

If you’re interested in how you can elevate your communication skills as a PR professional, reach out to any of our board members.