It’s not just for clients.
Tariq Peters is founder of Follow The Phases.
PR professionals spend their careers helping other people become credible. We manage stories, build reputations and shape how others are perceived. But when it comes to doing the same for ourselves, we call it self-indulgent or unnecessary.
That’s a costly habit.
Clients aren’t choosing agencies or skill sets alone anymore. They’re choosing people. And the ones who are visible, trusted and respected get more opportunities, higher fees and more control over their careers.
The rest? Hidden in plain sight.
The media has changed. Our approach hasn’t.
Journalists are now creators. Creators are media brands. Experts build their own platforms. The lines between PR, marketing and publishing are gone.
The creator economy has merged with the expert economy. It’s no longer just about what you’ve done, it’s about who sees you doing it. The creator economy is worth more than $250 billion globally, which highlights that visibility is at the center of business strategy and infrastructure.
Whether you’re in-house or agency side, you need to think like a content creator to stay relevant. That means sharing value in ways people can see and remember.
Many PR pros still assume their work should speak for itself. Others worry about being seen as arrogant. Most are too busy building brands for other people to focus on their own.
But not building your personal brand is a risk — especially if you’re mid-career or running a consultancy. Here’s what you’re leaving on the table:
- Direct business referrals that come from thought leadership
- Invitations to speak, judge, mentor or lead industry discussions
- Trust from clients who Google you before they sign anything
- Long-term leverage if you want to pivot into freelance, training or senior in-house roles
Your work gets you in the room. Your reputation keeps you there.
Visibility creates credibility
Agencies and PR professionals who are thinking long term are already asking a different question. Not just who knows me, but how do I show up when no one knows me yet?
As search evolves, your digital presence is also about being discoverable. If you’re not visible in the places clients are looking, you’re out of the running before the conversation starts.
A visible PR lead is a competitive advantage. It gives clients confidence that they’re in capable hands. It shows you’re informed, active in the industry and not just executing but leading and following by example.
It also helps with retention. When clients feel invested in you, not just the agency brand, they’re more likely to stay loyal. You become a growth partner, not just a service provider.
You don’t need to be an influencer
Let’s address the obvious concern. No one’s asking you to post endless selfies, viral dances or film weekly videos. But you do need to be intentional.
Start by owning your area of expertise — whether it’s corporate comms, crisis strategy, media relations, copywriting or brand reputation. Plant your flag.
Once you’ve done that, here’s how to show up with purpose:
- Comment with value: Don’t just scroll LinkedIn. Share takes on industry news, campaign critiques or pitch trends. Start conversations.
- Turn client work into lessons: Without naming names, share what worked, what flopped and what others can learn. Disclosure matters, but insights travel.
- Build a recognizable digital footprint: A clear bio, optimized LinkedIn and a few key articles or podcast appearances go further than you think.
- Create a digital home: Set up a simple site under your name. It becomes an evergreen base for your case studies, media features and professional points of view.
Think of it less as self-promotion, more as strategic visibility.
The credibility gap is real
One of the reasons many PR pros stay behind the scenes is imposter syndrome. Especially for women, diverse audiences and those from nontraditional routes into the industry, the fear of being judged or seen as “too much” is real.
And it’s not rare. A U.K. sector study found that .
That gap matters. When you don’t feel credible, you don’t show up.
But silence doesn’t protect you. It just makes it easier to be overlooked.
At a recent roundtable at the UK Black Business Show, a founder said they chose a solo consultant over a bigger agency simply because “they showed up online and said things we agreed with.” That was enough.
Visibility builds familiarity. Familiarity builds trust. Trust wins work.
If you’re in a senior role, your lack of visibility affects your team too. Junior staff want to see leadership outside of decks and Slack threads. They want role models. You can’t inspire from the shadows.
If not now, when?
Most people wait too long to start. They wait until they’re job hunting or freelancing or burned out. But the best time to build your personal brand is before you need it.
Because when you’re visible:
- Your network grows faster
- Clients find you instead of the other way around
- You attract roles that align with who you are, not just what you do
You already have the skills. You already know how to position a story. Now it’s time to turn that lens inward.
Otherwise, you’ll keep opening doors for other people and never get an opportunity to walk through them yourself.
The post Why it’s time for PR professionals to build their own brands appeared first on PR Daily.
