November 2009

The Reach Personal Branding Newsletter – November 11, 2009

William ArrudaWiliam’s Words

By William Arruda

A note from the Founder of Reach Personal Branding

Stay the Course

In an effort to keep the Reach web sites up-to-date, I was looking at the pages of and to see what needs to be revised. There are several pages that could use a little “freshening up,” but many others that are as appropriate today as the day they were first published.

In conducting the site audit, I came across a Personal Note that I wrote about why I launched Reach. It’s a message filled with a lot of emotion and gratitude – and it still conveys exactly what I feel about personal branding and why I set off to build the world’s first global personal branding company.

It’s often valuable to look back and see how things have evolved. And it is heartening to acknowledge that despite all the growth and changes at Reach Personal Branding, we have stayed true to our roots.

It can be hard to stay focused when the rest of the world is pulling you in many directions. In Reach’s early days – when people hadn’t heard of personal branding – and they surely weren’t buying personal branding services – there were many occasions where I was offered projects that were not connected to my vision for Reach (ex: build a strategic marketing plan, develop marketing communications for a new product, create an ad for a new service). It was really great to be offered this work and just as hard to turn down, but I knew that what Reach needed was my steadfast commitment to the vision and to spread the word about the transformative power of personal branding.

I am thrilled that I was able to remain focused over the past eight years. Looking back has allowed me to feel validated and has given me the mandate to stay the course.

As you build your brand, remember that focus and consistency are elements that are critical to success. Are you still on course?

Kristen Jacoway

Blogger’s Corner

By By Kristen Jacoway

The best of the blog world related to personal branding. If you have any questions or blogs that you recommend keeping an eye on email me at

Many people are taking the necessary steps to increase their personal branding visibility on social media platforms. However, there are right ways and wrong ways to proceed and Dan Schawbel takes a look at “10 Ways to Get Fired for Building Your Personal Brand.”

One of my favorite blog posts was written by Jeff Lipschultz, the Principal at A-List Solutions. He wrote a 15-minute guide on “Successful Interviewing: What Candidates Need to Know.” If you want to ace your next job interview, this is a MUST read with many insightful tips from a recruiter’s perspective.

What’s your personal brand story? Developing an authentic and compelling brand story is an important step in building your personal brand. Devon Hopkins wrote, “Build Your Personal Brand by Telling Your Story” and provides examples and tips on how to foster your own.

Marie Elena Duron

Maria’s Media Methods

By Maria Elena Duron

Move from being just another “someone” in the crowd to expressing your unique strengths! Keep reading to learn new strategies, practical tips and tactics to engage all communication avenues making you effective in reaching your unique audience.

How to Effectively “Connect” With the Media

In the last issue of YOUnique we covered preparation to be a source for the media. This article will focus on expressing that you are an expert in your field and how to build that into your communication plan. So, how do you get the media spotlight to shine on you?

1. Who do you know? Who do you already have a connection with in the media? Have you been interviewed before? Do you have a friend who is involved in the media? How about a friend of a friend or a cousin perhaps who might have connections? It’s much easier to “reach” for someone who you already have developed a “know, like and trust” relationship with or to borrow from the credibility of someone who has that kind of relationship and can make a connection for you.

2. Start small. If you live in a larger city, look towards the surrounding communities and the media in those smaller markets. It’s easier to start with a large media affiliate, like a local television station, showcase your abilities and move upward.

3. Create a targeted media list. This is the list that you’re going to use in order to develop relationships and showcasing your talents.

4. Twitter is your friend. Many journalists, producers and managing editors utilize twitter. Twitter chats like #journchat (occurs every Monday from 7pm to 10pm CST) or #editorchat (occurs on Wednesdays at 7:30pm to 9pm CST) or #blogchat (occurs Sundays at 8pm CST) Use these chats as a chance to establish relationships.

5. Use your research to pitch relevant stories. What are people talking about now? What’s in the news? And, how can you provide that local spin or expertise? Whatever the subject matter is provide two quotes and four questions that you’re prepared to answer or discuss. This is where consistency, persistency and a targeted list payoff.

6. Local reporters are seeking credible sources. They are often under tremendous deadline. I even have one phone number dedicated to the media so they can call me at anytime for a quote, perspective or quick interview. Prepare to be interviewed by researching a list of locations where the media can interview you at. It could be a client’s front lobby, an easy fast access meeting room, or a friend’s office. Steer clear of coffee houses and retail shops, unless they are relevant to your story, because the background distraction may influence the decision to interview you or not. The key is to be easily accessible and available. My media contacts know that if they want a quote from me that I have an open media time most afternoons after 4:30pm when I’m available for interviews which provides them the opportunity to have it ready for the evening news, a radio interview during drive time or before they put the paper to bed (newspaper industry term which means “when the paper goes to press.”)

Next time, we’ll cover how to make the most of a media spotlight!


Commercial Break

By William Arruda

What can personal branders learn from TV advertisements? Take a break and take a peak.

To view William’s “Commercial Breaks” click here.

Lindsey Pollak

Reach Branding Club Speaker Series

Featuring: Lindsey Pollak

Date: Thursday, November 12, 2009

Time: 9:00 AM Los Angeles 12:00 PM New York

5:00 PM London 6:00 PM Paris

CONFERENCE LINE: 1 (218) 486-1616

ACCESS CODE: 726017#

Getting From College to Career (In Tough Times)

Now is the most difficult time in decades to find a job after college. Lindsey Pollak shares the college-to-career secrets she’s learned from recruiters, successful professionals and other experts on what it really takes to find and win a job in a challenging and ever-changing global economy. In this guest expert interview with Lindsey and William Arruda, founder of Reach Personal Branding, you will learn:

  • Why careers for Gen Y (born 1982-2005) are fundamentally different than previous generations’ careers
  • How college students and recent grads can avoid the biggest mistake in job hunting
  • What parents can do to help
  • What universities can do to help
  • Why social media is changing job hunting/career development forever
  • BIO: Lindsey Pollak is a bestselling author and nationally recognized expert on Generation Y career and workplace issues. She is the author of “Getting from College to Career: 90 Things to Do Before You Join the Real World” (HarperCollins) and Global Campus Spokesperson for

    Lindsey also writes a top-rated career advice blog at and contributes articles to The Huffington Post and Her professional speaking includes frequent workshops and keynote speeches at universities, corporations and conferences around the country. Lindsey’s advice and opinions have appeared in such media outlets as The New York Times, The Wall Street Journal, NPR and NBC Nightly News. She is a graduate of Yale University.

    LINKS: – career advice for college students and recent grads