Building Up a Personal Brand/Public Board Seat: Women

of three

Publicists - Building Up a Personal Brand

Each of the publicists listed has their own individual strengths from literature to public speaking. These publicists emphasize that a strong self-branding begins with a firm presence on social media outlets. While all publicists are based in the US, most are concentrated in the NY area. For more information, visit the publicist's personal web page listed at the bottom of the list.
When connecting with a publicist about a possible freelance or consulting opportunity, it’s helpful to know if the client already has established goals, a project timeline, an estimated budget to share, and/or set an event/publication date. If the client wants to inquire about freelance book promotion, include a brief description, author or editor bio, and name of the publishing house. [source 21]

1. Lauren Cerand

New York based, Lauren Cerand has a strong and reputable presence in the literary publishing world, with more than a dozen years of experience as an independent public relations representative and strategic consultant in New York. Her range of clients includes: shipping and private equity firms, scientists, children’s bookstores, and advocates for the art world. She enjoys working with clients across Europe, especially in London, with cross-cultural projects. Named one of the "cultural gatekeepers in the literary world" by Time Out New York, she has a specialization in social media networking. [source 6]

2. Andrea Dunlop

Based in Seattle, WA, Andrea Dunlop is an author and social media consultant with over a decade of experience in book publishing. Realizing the importance of social media, Andrea works with clients to build their social media presence, both beginners and experts. In 2009, she worked as a publicity manager for Kim Ricketts Book Events, promoting a range of cookbook and literary events. After she left, she spent five years working for Girl Friday Productions as their executive director of social media and marketing. She handled both traditional and self-published clients, while simultaneously spearheading the company’s marketing efforts.

3. Kaitlyn Knox

Based in Wilmington, Kaitlyn Knox is a freelancer with 100% job success in her Upwork Profile. Her work includes pitching, developing, and promoting a New York Times best-selling book; coordinating a Pulitzer Prize Winning piece for The New York Times; assisting in the production of a book-to-film adaptation project; and is a published ghostwriter for an op-ed on Kaitlyn Knox's network includes an extensive list of both domestic and international press contacts, and she is the community manager for a Facebook page with a 100K+ following. In addition to online presence, she has strengths in speech writing and speech coaching.

4. Carol Hoenig

Freelancing for nearly two decades, New York based Carol Hoeing's work includes booking events on "C-SPAN Book TV, WGBB Tonite, TV’s Davidson & Co., Writers on The Vine at Palmer Vineyards, Port Washington Theatre, Sirius Radio, and WWRL Books That Matter." Mostly working on a freelance basis for Wiley Publishers, she also works for the New York Center for Independent Publishing as Small Press Center Month Coordinator.

5. Susan Schwartzman
contact: 877-833-4276

Based in New York, book publicist Susan Schwartzman has worked in publishing and publicity for more than 30 years. She began her career in book publicity in 1992 as a freelance in-house book publicist, and has worked for major publishers, including "Simon & Schuster, HarperCollins, Wiley, Penguin-Putnam, Houghton Mifflin, St. Martin’s Press, McGraw-Hill, Workman Publishing, William Morrow, Harcourt Brace, Villard, Avon Books, Warner Books, American Management Association, Fodors, DK Books, Red Dress Ink, New American Library, and Downtown Press." In addition, she coordinated and executed a nationwide book publicity campaign for TV Food Network personality Michele Urvater's book, THE MONDAY TO FRIDAY COOKBOOK. Critically acclaimed for her work, she also promoted Steve Raichlen's PBS cooking show, PRIMAL GRILL® with Steven Raichlen in 2009.

6.Marielle Legair
contact/website: (by appointment only)

Based in New York, Publicist and Communications Consultant Marielle Legair has landed clients on media outlets such as Forbes, CNBC, Bloomberg, Financial Times, and the BBC, in addition to booking for high profile speaking engagements. She specializes in helping leaders gain recognition in their niche fields through building both online and offline presence. Adding to her repertoire, she hosts in-person and online PR/personal brand masterclasses, and has been a guest speaker for KPMG, Wix, Yale University and New York University.

7. Beth Parker

Based in New York, Beth Parker has almost two decades of PR experience working both in-house and as a freelancer at Penguin, Random House, Houghton Mifflin, and Simon & Schuster in both adult and children’s fiction and non-fiction. Having worked on numerous New York Times bestselling campaigns, she is well respected in the industry. Authors Beth Parker is proud to have worked with include: "E.L. Doctorow, Azar Nafisi, Harlan Coben, Oscar Hijuelos, Simon Pegg, Jason Reynolds, Brendan Keily, Laurie Halse Anderson, David Nicholls, Sonia Sanchez, Hari Kunzru, Darin Strauss, Terry Teachout, Vanessa Williams, Monica Seles," among others. She has worked on various campaigns, spanning literary fiction, nonfiction, self-help, young adult, and picture books. Additionally, Beth Parker has launched imprints and collaborated on a few non-traditional projects.

8. Alyson Sinclair :

Currently based primarily in Minneapolis, but spends time in San Francisco, NYC, and Charleston, SC, Alyson Sinclair's connections are strong and varied in the national and local literary, arts & culture, music, and general interest media world. She has coordinated hundreds of events at both large and small venues, such as "indie bookstores, the 92nd St. Y, Los Angeles Public Library, Chicago Tribune events, MPR: The Current Presents (Mpls.), the Smithsonian (DC), City Arts & Lectures (SF)," and more.

9. Jennifer Prost

10. Antonia Hall
LinkedIn: Atonia Hall

LA based Antonia Hall, founder and principal of Antonia Hall Communications, is a publicist, social media expert, and SEO Enhanced copywriter. She is devoted to assisting those following their passions to change the world. As the Communications Manager for a large company in Los Angeles, she acted as liaison and marketer, coordinating and scheduling press engagements, organizing fund-raising events, and keeping the company in the forefront of its industry.

With a passion for social media, Antonia has developed and executed successful social media campaigns for professionals, non-profits, and events. She is an early adopter of Google +, is in the 90th percentile on Twitter, and has an influential follower base of over 13,000 people, including many top celebrities, journalists and authors. She is also a Top Thought Leader on Klout.

In short:
The wide array of bookings and experiences will provide ample options from which a client with a list of specific requirements can choose. From literature to public speaking, social media to printed media, these US based publicists will assist their client with any of their publishing and promoting needs.
of three

Building a Personal Brand and Platform - Best Practices

Building a personal brand is essential when promoting yourself at a thought leader in any field. It is important you understand your values and remain authentic. You also need to know your target audience and how to reach them. It is crucial to understand your unique value proposition, have a visual identity, and share your expertise through social media and other online content. Networking at conferences and events and following the examples of other strong personal brands can be additional ways you can build your personal brand. When hiring a publicist, focus your questions around their experience, pricing, and service offerings to ensure they align with your needs and your brand.


• Personal values
A personal brand is a reflection of one's personal values, strengths, personality, and expertise. Building a personal brand starts with authenticity. Understanding your core personal values is the first step in developing a personal brand that others see as trustworthy. Be confident and goal-oriented, while remaining true to the values you hold most closely. Your brand should be genuine, honest, and a true representation of who you really are.

• Know your audience
When communicating your personal brand, it is essential that you understand who your target market is. Who are you trying to reach with your message — recruiters, executives, women in leadership roles? Be sure your brand message is meaningful to your target audience, connecting with them on an emotional level.

• Unique value proposition
Just as with any business, a personal brand needs to build on your unique value proposition. What do you have that the competition does not, and how can you capitalize on that authentically? Consider conducting a SWOT analysis to determine your "strengths, weaknesses, opportunities and threats" when compared to those you see as your competition.

• Networking
Ask those who know you to help you develop your personal brand. Create a 30-second introduction that lets people know, in a concise and pointed way, who you are and what your message is. A Forbes article refers to this speech as your "intro-mercial." Attend conferences to connect with influencers in your niche. Connecting with the right influencers can grow the reach of your personal brand extensively. Before attending the conference, have a game plan for the influencers you want to connect with and schedule meetings in advance, if possible.

• Sharing your expertise and your voice
Sharing your expertise is a crucial element in building your personal brand. Writing articles or social media posts that exhibit your expertise can help you present yourself as a thought leader in your field. Ideally, you have your own website or blog (which you should definitely create if you haven't already) where you can create and share content that expresses your personal brand. Your website does not need to be elaborate, but it needs to provide a bio and photo, perhaps your resume or overview of your experience, and links to your social media platforms.

Using social media to share your thoughts can be an effective way to get your message to the right people and build a following. Determine the social media platforms that are most comfortable for you and begin using them regularly, even if the process feels uncomfortable. Does the quick messaging of Twitter suit your needs or is your message better suited to the more business-oriented LinkedIn channel? For a business executive, LinkedIn is likely the best channel for sharing meaningful content with the right audience. The content can then be pushed to other social media platforms or related blogs and websites. Always ensure that your posts align with your personal brand messaging.

A Forbes articles outlines nine ways to build your personal brand using social media:
— Find social media groups that align with your personal brand.
— Present yourself in a consistent way across social media channels.
— Engage your audience regularly.
— Create an editorial content calendar to diversify the content you present.
— Develop a relationship with influencers
— Maintain contact with your audience, asking them what they want.
— Ask questions of your audience to spark conversation and improve your brand visibility.
— Add your voice to other discussions.
— Monitor your personal brand and your name. Set up alerts that tell you when your name has been mentioned so you can track how you are being presented by others and how your message is received. Another article suggests regularly searching for your name online.

• Visual perception
Consider your visual identity. Most brands are known for their visual representations, such as their logo or signature style. A visual identity will support your personal brand by embedding it in the consciousness of your target audience.

• Look at examples of personal branding
Several articles offer overviews of people who have established strong personal brands. Reviewing the work done by these personal branding gurus may be beneficial in understanding your own personal brand development. An article by a public relations firm provides an overview of five of the top business leaders with effective personal brands: Sheryl Sandberg of Facebook, Logan Green of Lyft, Richard Branson of Virgin Group, Janine Allis of Boost Juice, and former First Lady Michelle Obama. These leaders have established strong brands by focusing their message, such as feminist leadership or advocating causes, and speaking out for what they believe.


Hiring a publicist can be a great way to get your personal brand message out there where it needs to be. They can speed up the process by effectively promoting your brand across channels. When evaluating potential publicists, consider their experience, their pricing, and their service offerings. By accessing multiple media outlets, a publicist advocates for their client through developing press releases, putting together electronic press kits, scheduling interviews, managing social media, watching for negative feedback, writing speeches and other brand materials, planning events, and more.

In terms of hiring the right publicist, some questions you might consider asking (compiled from Girl Friday Productions) include:

• How long have you been in business?
• Do you publicize books or events from my genre?
• What are your services and timelines?
• Who will my publicist be and who else might be involved in the process (if you work with an agency).
• What are your ideas for promoting my personal brand?
• What is a typical week's activity? Will you have a devoted strategy for my personal brand promotion in the midst of other work you are doing?
• How and how often will you communicate with me?
• How does the publicity process wrap up in the end?

An article published by Black Ink PR offers some additional questions to consider asking a potential publicist, some of which overlap the previous set of questions:

• What falls under the public relations umbrella at your agency?
• How effective are you?
• Will I work with senior leadership at your agency?
• Why did you decide to start our public relations/publicity agency?
• How will you seek to understand my brand?
• Do you only work with companies or is a one-person brand something you will tackle?
• What do I need to provide to you?
• Why do you want to work with me to promote my brand?


In conclusion, building a personal brand entails a deep understanding of your personal values, your authentic self, and your message. Identifying and learning how to reach your target audience is a crucial element in building your brand, as is having an online identity that presents your unique value proposition effectively. Sharing your expertise through social media, other online content, and networking opportunities are additional ways to build your personal brand. When hiring a publicist, ask about their experience, pricing, and service offerings and ensure they align with your needs.
of three

Public Board Seat - How Women Can Get One

Following the request for articles providing information on how women should go about acquiring their first board seat, as stated in the research criteria, columns A-C, rows 2-10 of the attached spreadsheet has been filled with relevant information.


Our findings revealed that women make up just 12% of board members of companies in the US. The articles also revealed the following are the most common tips provided in the articles from women who are currently holding a board seat, to women who are seeking a board seat. They are Networking, building strong networks, acquiring relevant experience, education, and building financial acumen.

Other tips mentioned are having board referees, creating visible digital footprint, identifying the right opportunities, building specialized skills and starting early.


The attached spreadsheet has been updated with relevant information for women looking to acquire their first board seat.


From Part 01