Readers’ Topic: I am currently a mid-level manager in an agency and my goal is to be considered for a new leadership role in the next 12 months. How do I build my professional profile and brand? Sparrow, you have 1-word recognition. How did you achieve that, and do you have any tips to fast-track my leadership ambitions?
This is a very relevant topic, an essential area to consider, in our industry building a profile and having an opinion that matters.
Particularly as a leader you need to inspire people and have a powerful voice on issues that are important to our clients, partners, and your people.
Great leaders stand for something and have a clear vision for now and the future. When I became media director of JWT Melbourne and MD of Mindshare I made a conscious decision to put myself out there. Write opinion pieces on issues I was passionate about, always be available for a journo with insightful comments on industry news, trends, topics, or issues.
On reflection they were not always insightful … however I was not vanilla, did not sit on the fence, and at least had an opinion. Not always being right, however that was not the objective, I needed to have a voice and hopefully get that snappy headline or photo op to get noticed, and build my market and leadership profile.
I am not sure you can fast-track this as you build credibility and profile over time. If you have the help and support of a great PR/marketing person to guide you it is possible to gain momentum more quickly.
It can be a bit of a self-fulling prophecy, the more you do the more people will ask you … however do not become rent a quote. You must be well prepared and do your homework. As I started to become more comfortable, the next minute I was sitting on panels at industry conferences and finding my place on stage.
Sparrow’s Nest profile-building tips
1. What do you want to stand for and does that represent your personal/professional values?
2. What are your passion points and issues?
3. Have an outspoken and provocative POV
4. Embrace a social platform – mine is LinkedIn
5. Build relationships with marketing journalists
6. Help, support, and value good trade publications
7. Push yourself out of your comfort zone, it will be scary
8. What are the issues that are important to your client’s business growth
9. Do your homework and research, be prepared
10. Just start – build slowly and find your voice
In the beginning, I cringed when I saw my earlier quotes, but do not quit or overthink it as I was included in the conversation, clients saw the headline and picture.
Over time I was more prepared, trusted the journalists, and started looking for opportunities that were right for both clients and to help build our business profile. I wanted to promote our great work and to showcase our brilliant people/culture.
Did I always get it right and was every PR opportunity something I would proudly show my boss … or my mum. No, but I had a go and talked about stuff I was passionate about or mattered to clients. Over the years I have stuck in my lane, have a point of view, been honest, no bullshit, been positive and valued, and built great relationships with some journalists that love our industry as much as I do.
Read more Sparrow’s Nest columns here.
In addition to Sparrow’s Nest, Mediaweek contributing editor Greg Graham also compiles the monthly Agency Hot List. Don’t miss the October edition of the Hot List published recently.
The legendary Sydney diner can also be found filing the Birdman in the Bistro column monthly in Mediaweek.
Greg encourages Sparrow’s Nest reader feedback and topic ideas. Contact the Birdman via [email protected].
See also: Greg Graham is inducted into the Hall of Fame at the 2022 MFA Awards