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Four Ways to Implement Personal Branding in a Virtual World

Article written by Melinda Tolliver,
WWPR Content Co-Chair Board Member,
Senior Manager, Digital Media, National Alliance for Public Charter Schools

As communicators we are constantly thinking about how to build our company or client’s brand, but what about our personal one? On Friday, April 9, WWPR held a conversation on personal branding in a virtual world—our new reality.

Alexia Baillow, senior manager of corporate communications insights and impact at Capital One, joined her mentor, Carol Blymire, founder and CEO of Blymire Communications, for a discussion about the important role of personal branding, especially in a virtual world.

Here’s the advice these personal branding experts had to share:

Your Brand is What People Say About You When You’re Not in the Room

One thing was made crystal clear during the chat: Your words and actions are what define your brand. To build your brand on- or offline in a more holistic way is to make sure your words and actions align with how you want to be perceived.

Carol and Alexia noted how important it is to take advantage of the conversations you have with your colleagues and others in your life. Are you talking about your love of pizza or your passion for the work you do? Either track is fine to take, but the one you do take most often could define your brand.

Make Your Personal Brand Memorable

In painting the picture of a memorable brand, Carol asked attendees to imagine themselves looking at a shelf of laundry detergent at the store. Which brand are you drawn to? It’s likely not random.

As we know, brands have business success because they make an emotional connection with the customer. In the case of personal branding, that brand is yourself. Not only making sure your words and actions align with how you want to be perceived, but also figuring out ways to make yourself memorable.

Alexia recommends starting with the things that make you tick. Figuring out what specific thing or things you really care about and how you can apply that to your career or personal brand.

Take Advantage of the Branding Opportunities Available in an Online Environment

According to Carol, it can be difficult in an online environment to make true connections, but it also provides more opportunities to do so that can help define your brand. An example of this is our social media presence.

Your LinkedIn bio, for example, is a great opportunity to tell something about yourself that is memorable, not just the age-old, “I’m a dedicated PR pro.” Write the things that you want people to remember about you—those are the types of things that will make you stand out from the crowd.

Carol also made sure to mention that many of the things we did before we went all-virtual still apply now. While we are getting far more exposure at meeting people in different ways, it’s more important than ever to pay attention. Give some thought to how you show up and network in an online space and, of course, take advantage of the opportunities to sell who you are.

Revamp that Bio and Brag Away

Both Carol and Alexia shared the importance of having a killer bio for your personal brand. In particular, be sure to brag away! After all, if you don’t, who will? Talking about the wonderful things you do is a good thing.

Now that we’re mostly virtual, it’s a great time to dust off your bio and give it a little shine. Reframe your bio as how your work impacts communities and why people should care. Alexia recommends you think of it in a storytelling way, rather than just writing out your background.

And don’t feel ashamed or like you can’t talk about yourself in that way!

In summary, we’re all very good at doing branding and PR for our companies, but not always as great about branding ourselves. It’s time we start applying those principles to ourselves as well.

Inclusive Leadership: A Breakfast Conversation with a DEI Consultant


On Thursday, March 25, WWPR held a virtual breakfast discussion for senior-level communicators. The topic? Being an inclusive leader.

During the event, communicators at the height of their careers asked their most pressing questions about Diversity, Equity, and Inclusion (DEI) to Dr. Karyn Trader-Leigh, founder of KTA Global Partners and a People and Culture consultant with over 30 years of experience.

The senior communicators in attendance also shared their own personal experiences and their company’s DEI journey. All attendees came away with actionable insights they can apply to their workplaces and every day lives.

2010 WWPR Woman of the Year Debra Silimeo, president of The Silimeo Group, facilitated the conversation with the following questions for Dr. Trader-Leigh:

What does it mean to be a culturally competent leader?

Dr. Trader-Leigh’s advice was based around one simple premise: be accessible in terms of how you show up. Your behavior communicates whether you are accessible or not. For example, do you stop and talk to your employees? Either action is a clear signal to your team and staff.

The second is being seen engaging with people of color and people with diverse backgrounds. In this case, actions again speak louder than words. And we’re not just talking at work–it needs to be reflected in your personal life too.

How do you learn the skills necessary to be an inclusive leader?

“Inclusion happens by design, not by default.” According to Dr. Trader-Leigh, inclusivity is a trait that should be expected from our leaders in every workplace but takes time to cultivate.

If you’re going to be a leader, you need to be open to being coached. Dr. Trader-Leigh explains that, while you may behave one way, your DEI efforts might not appear in the way you intended. Senior leaders need to go out of their way to find out how people lower in the organization are really feeling, such as with a staff survey or by opening space for them to address their concerns. Or even better, offer to be a mentor to younger staff members.

Is being anti-racist part of being a culturally inclusive leader?

Dr. Trader-Leigh remembers a time when we couldn’t even say the word “racist.” As a society she’s glad we’re talking about it, but cautions that this type of language can still be alienating. In her mind, practices of anti-racism ought to be clear in policies and practices. Especially ensuring the outcomes and impacts of your organization’s activities aren’t racialized or inequitable, even if unintentional.

Are diversity initiatives actually leading to long-term change?

Whether the diversity initiatives at your organization ultimately succeed is up to you, Dr. Trader-Leigh emphasized. Senior communicators may be in a business of serving people, but whether you are perceived as culturally competent is a different story. It’s about how you show up and how you manage your emotions.

Written by Melinda Tolliver, WWPR Content Marketing Co-Chair, Senior Manager, Digital Strategy, National Alliance for Public Charter Schools.

Dr. Trader-Leigh ended her talk with these three pieces of advice:

  1. Remember, the organization is better if the leader is better.
  2. Leadership development is key.
  3. Senior leaders need to reach out and make sure they help mid-level and junior employees.

This event was part of the quarterly WWPR senior-level communicators breakfast series. These meetings are designed to help seasoned communications professionals connect and share expertise in an “around the table” conversation.

If I Knew Then, What I Know Now:  A Letter to my 25-year-old self

Jennifer Curley, is President and CEO of Curley Company and Publisher of The Association 100.

The WWPR Emerging Leader Award Committee asked me to write a letter to my 25-year-old self in the hope of inspiring and offering some advice to the next generation of leaders in public relations.  Thinking back to 1993, when I was 25 and working my dream job on Capitol Hill for Senator Daniel Patrick Moynihan (D-NY). I’d made it to Washington – and Capitol Hill no less – and was inspired and excited about what the future held for me.  At the same time, there are a few things I wish someone had told me.

Enjoy the Journey:  You can’t know how your journey will go and where you will end up, but if you are too focused on the end, you will miss some of the best times along the way.  At 25, you should have some fun.  The entire world is ahead of you – embrace and enjoy figuring out your path.

Planning is Good:  Don’t plan so much that you don’t enjoy the present, but don’t leave the future to chance.  Ask yourself where you want to be in 5 years and in 10 years.  Write it down just for you and own it.  By putting it on paper, you are more likely to make it happen.  For me, I reflect and write down personal goals each January.  It is my way of encouraging inspiration but also accountability.

Be Willing to Change Your Mind:  Very few people know exactly what they want to do or be when they “grow-up.”  You are learning about life while living it.  It is ok to have a plan and a path and then change your mind to go in a different direction.  Listen to your gut and be willing to make change when you need to.  For me, I came to Washington to work in politics and while I still love politics, when I was around 30 years old,  I changed my career to communications and subsequently chose to be an entrepreneur and run my own business.  When I was 25, I would have never imagined either.

You Got This:  I say “you got this” often, mostly as a reminder to myself.  If you don’t try, you won’t ever know that you can do it.  It is ok to be afraid and it is ok if you don’t get it right the first time.  Some of the biggest leadership moments for me have been when I have made a mistake or when I have had to lead during a difficult time.  As much as you want to avoid these hard moments, try to dig deep as you are navigating them and realize you will come out stronger.  The thought of coming out stronger always helps me keep moving forward. 

Ask for Help:  I am a big believer in mentorship and love helping young people on their career journeys.  I also have benefited (and still do!) from those who have helped me.  Whether it is help understanding your career path, advice on solving a specific problem, or a connection into a new job or opportunity – don’t be afraid to ask for help.  Ask for the job.  Ask for the raise. Ask for mentorship when you need it.

Finally, my ask of you today is to step outside of your comfort zone and put yourself out there.  You can embrace all five of the points I have outlined above by asking a friend, colleague, or mentor to nominate you for the WWPR Emerging Leader award.  The deadline is April 9 and you need to be between 25-35 to be eligible.  Make winning this award part of your journey and go for it!!

 Jennifer Curley is President and CEO of Curley Company and Publisher of The Association 100. Jennifer is a business strategist, expert communicator, and entrepreneur. She is an authority in the areas of reputation and risk management, thought leadership and content strategy. Jennifer has represented Fortune 100 companies and large trade associations as well as start-ups and non-profit organizations in a diverse cross-section of industries and she is considered an expert in the “personalities, process and politics” of Washington, D.C. In 2020, Jennifer was named Woman of the Year by Washington Women in PR.

Virtual Events to Save the Tidal Basin and Our Cherry Trees 

It’s that time of year again when, under normal circumstances, 1.5 million people from around the world visit the Tidal Basin to check out DC’s famous cherry blossoms.

However, due to the COVD-19 pandemic, the National Park Service has restricted the number of pedestrians and vehicles and allowed limited access to the Tidal Basin, East Potomac Park and West Potomac Park until April 12. This one of the most exciting times of the year for me when I incessantly check the National Mall website for the live feeds of the bloom and bud cams and monitor the Cherry Blossom Watch website to keep up with the weather forecast, updated peak times and photos of the progression of the blooms. As an avid fan of the blossoms, I am one of those early-risers who get up early to capture the blooms with my camera. The golden hour right before sunrise and sunset are great opportunities to capture the sun as it peers over the blossoms and the trees seem to come alive. 

Since I am such a fan, I wanted to share a few virtual events happening this year to support the blossoms from afar:

Save the Tidal Basin Campaign

Two years ago, while visiting the cherry blossoms, there was an early morning formal kick-off of organizers that launched the campaign to  #SavetheTidalBasin.  Over the years, I had noticed the water rising above the level of the sidewalk along various parts of the walkways and heard that the Tidal Basin was becoming increasingly endangered with regular flooding twice a day. During that year, I captured a photo of a man sitting on a bench that appeared to be floating on top of the water. As beautiful as the photo was, it was apparent that an even bigger campaign was on the horizon called the Tidal Basin Ideas Lab.

Tidal Basin Ideas Lab

The Ideas Lab presented by American Express and led by the National Trust for Historic Preservation, the Trust for the National Mall, and the National Park Service is intended to raise awareness, educate and engage the public and elevate the conversation regarding the future care of the Tidal Basin. The organizers of the Ideas Lab selected five landscape architecture firms to come up with proposals to address the ecological considerations at a regional scale and embrace the uncertainties of growth and change over time. Check out their amazing proposals here, watch their video and provide your feedback through their survey. 


Cherry Tree Campaign
Since 1912, when the Mayor of Tokyo gifted cherry trees to the United States it has become a beloved cultural symbol and annual destination drawing in visitors from around the world to our nation’s capital. Due to the cost to maintain and care for the trees which exceed the federal budget allocation, the Endow a Cherry Tree Campaign was also launched with a goal of $3.5 million by the Trust for the National Mall and the National Cherry Blossom Festival.  The trees require year-round tending in order to bloom and damage from the flooding, weather, and foot traffic pose an ongoing threat to the trees.

PR Campaigns 

Both the Save the Tidal Basin and Endow a Cherry Tree campaigns have their obvious challenges with COVID 19 restrictions and adhering to social distancing regulations. However, to raise awareness of them both, organizers became innovative with the The Cherry Blossom Festival and held a virtual opening ceremony on March 20th. In addition, popular events such as the Pink Tie Party, Blossom Kite Festival have been designed for a virtual format, and are joined by favorites such as the  Petal Porch Parade, and online gallery groups discussing Japanese art and much more. 

Written by Florence Sumaray, WWPR Digital Chair, VP, Marketing and Communications, Ethics & Compliance Initiative (ECI).

As restrictions ease up, I have no doubt both fundraising campaigns will soon be in-person to spread awareness, educate and provide opportunities to help save our beloved cherry trees and Tidal Basin.  

That being said, here are our three ways YOU can participate in raising awareness and funding until then:  

  • Visit the cherry blossoms (outside peak times), share your memories and raise awareness with hashtag #SaveTheTidalBasin. Post on your social media and submit them here.
  • Sign the Save the Tidal Basin pledge, participate in their surveys and attend events.
  • Donate to the Endow a Cherry Tree Campaign, create a fundraising team or become an ambassador.

President’s Note: March 2021

Instead of my typical president’s letter, I’d like to reserve this space to honor the lives lost from the tragedy that occurred in Atlanta, Georgia on March 16, 2021 as well as other attacks against members of the Asian American community across the United States. When I read the victim’s names and who they have left behind, I feel saddened and angry. WWPR condemns these acts of violence and hate.

Christina Francisco, President WWPR

We take this moment to remember their lives and legacies left behind:

  • Forty-year-old Xiaojie Tan immigrated to the U.S. from China and went on to own two spas in Georgia. Her daughter said that Xiaojie worked every day, long hours, to give her family a better life.
  • Delaina Ashley Yaun Gonzalez was a newly married mother of two, a teenage son and baby daughter. Delaina was 33 years old.
  • Yong Ae Yue, who was 63, was described by family as kind-hearted. Her son wrote that Yong loved to introduce family and friends to her home-cooked Korean meals and karaoke.
  • Fifty-one-year-old Hyun Jung Grant was a single mother to her two sons. One son described Hyun as playful and a young spirit.
  • Detroit native Paul Andre Michels served in the Army before moving to Atlanta in 1995. The 54-year-old was a dedicated husband and brother, his family said.
  • Soon Chung Park moved to Atlanta to be closer to friends. She was said to be fit and active. Soon was 74 years old.
  • Suncha Kim, who was 69 years old, immigrated to the U.S. from South Korea. She was pure-hearted and selfless, her granddaughter said.
  • Daoyou Feng was described as kind and quiet and had recently started working at Young’s Asian Massage, according to reports. She was 44 years old.

Source: https://www.pbs.org/newshour/show/remembering-the-lives-lost-in-atlanta-shootings

Lastly, if you are looking for organizations and resources on this matter, here is a list care of The Conference on Asian Pacific American Leadership (CAPAL) enewsletter, a DC organization that seeks to empower Asian American, Native Hawaiian, and Pacific Islander (AANHPI) youth by increasing access to public service opportunities and building a strong AANHPI public service pipeline.
StopAAPIHate.org
Asian Americans Advancing Justice (AAJC) Atlanta
National Asian Pacific American Women’s Forum (NAPAWF) Atlanta
Red Canary Song
GoFundMe for the families of the victims of the Atlanta area shootings
DC’s Chefs Stopping AAPI Hate

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