Sinergi Global Media – In today’s hyperconnected digital ecosystem, personal branding has become a strategic imperative—especially for public relations (PR) professionals who are at the forefront of reputation management. According to LinkedIn research cited by seqara.id (March 11, 2025), while 70% of PR practitioners acknowledge the importance of personal branding, only 50% feel they have developed a strong personal brand.
Ayu Kusuma, Co-founder and Director of Think PR, emphasized during the APPRIentice workshop (October 16, 2020) that personal branding is not mere self-promotion—it is a structured effort to define one’s unique value and communicate it consistently to relevant audiences. “For PR practitioners, personal branding is about marketing yourself to the world,” she stated.
In a business context, personal branding plays a critical role in establishing credibility, trust, and differentiation—key factors in today’s competitive communications industry. As Ayu noted, it is a long-term investment that can increase career opportunities, broaden networks, and position professionals as recognized experts.
Supporting this, a 2021 study by Febby Mustikawati and S. Suwarsi (focused on PR employees in Bandung’s local government) highlighted communication skills and self-confidence as two pivotal drivers in the formation of an effective personal brand. These elements form the foundation for delivering strong messaging and cultivating a professional image that resonates.
Strategically, Ayu outlines a three-phase roadmap for PR professionals aiming to build impactful personal brands:
- Identification – Recognize your unique skills, passions, and industry strengths. Define the positioning you want to achieve within the communications sector.
- Narrative Building – Craft a compelling professional story. Ensure that profiles on platforms like LinkedIn reflect a unified identity, while also engaging with strategic networks to expand visibility.
- Execution & Engagement – Develop and share high-quality content, participate in industry discourse, and continuously sharpen your skills. This reinforces positioning and demonstrates leadership over time.
Importantly, personal branding is no longer about chasing fame—it’s about creating an authentic, consistent, and value-driven reputation that aligns with both personal vision and organizational objectives.
For corporations and agencies, supporting personal branding among team members is not only a retention strategy but also a brand equity advantage. When professionals thrive individually, the organizations they represent stand to gain enhanced public perception and stakeholder trust.
