FIELD NOTES

Last year, and continuing now into 2021, we learned the value of stretching our budgets to accomplish more with less. During this time, we have aggressively been using public relations tactics whether we realized it or not.

The average person has an attention span of eight seconds. This average is a 33% decline since 2010. Therefore, making it more critical than ever to be a genius of first impressions. While developing an organization’s brand, it is equally essential to utilize key staff members as brand assets. An effort in personal branding is now mandatory and should be a career-long quest. Think of our colleagues that have been furloughed or laid off and how their personal brand can help them come back into the industry.

Assisting people to communicate the best versions of themselves online and offline must be part of the public relations framework. Every one of us has a personal brand that defines who we are. It can sometimes seem like a brand happens, but leaders who keenly craft their brand result in championing an increase in mind and market share.

Cultivating a personal brand is deliberate and requires effort. The digital mark we portray creates our brand. Considering our digital world, where images, social media profiles, and news stories are eternal and searchable, managing your reputations is not optional. One mistake can plague a career.

Public relations and the sports tourism industry are all about relationships. So too is branding. Building relationships is a must. I passionately believe that one’s network is one’s net worth.

We hope you enjoy our issue on public relations.