The Power of Personal Branding: Alison Maloni Of Alison May Communications On How Publicists Shape Influential Leaders
An Interview With Chad Silverstein
When people see both your expertise and your humanity, your brand becomes far more relatable and trustworthy, and that’s when real influence begins.
In today’s digital-first world, personal branding has emerged as a cornerstone of professional success and influence. Behind many of the most recognized leaders and personalities stands a strategic partnership with skilled publicists who craft and convey their stories, values, and visions to the world.
As a part of this series, we had the pleasure to interview Alison Maloni.
Alison Maloni is a television personality, public relations strategist, and founder of Alison May Communications, a firm specializing in media training and strategic communications. Alison helps entrepreneurs, executives, and organizations build influential personal brands and secure meaningful media coverage. Alison is also a two-time best-selling author and host of the podcast Unscripted with Alison Maloni.
Thank you for joining us. To start, could you share your “origin story” with our readers? How did you begin your journey, and what challenges did you face in the early days?
I began my career at a small television station in Springfield, Massachusetts as an assignment editor before moving up to general assignment reporter and eventually working in the Providence, Rhode Island market. Becoming a journalist had been my dream since I was nine years old. As a child, I wrote my own scripts and put on newscasts for my stuffed animals.
While I loved storytelling, I eventually realized that much of the lifestyle that came with the job — overnights, holidays, weekends, and standing outside in the snow at 5 a.m., was not what I wanted long term. Like many journalists, I transitioned into public relations. After working at a marketing firm and becoming a mother of three daughters, I decided to take a leap and start my own firm.
In 2014, Alison May Communications was born. I started with one small client and a staff of one — me. Despite my years on television, I’m actually quite introverted, so networking and sales didn’t come naturally. A friend encouraged me to focus on building my personal brand, and that advice changed everything.
I began sharing tips online about public relations, media interviews, and building relationships with journalists. I wrote articles, posted regularly on LinkedIn, and filmed short “Tip of the Day” videos across social platforms.
Over time, clients began reaching out because they had seen my content and trusted my expertise. That experience taught me the power of visibility and personal branding.
Can you share a transformative moment or campaign in your career where you significantly altered the personal brand of a leader, and what was the impact of that change?
One of the most transformative moments in my career began with my own brand. In 2018, I went through a deeply personal experience that nearly caused me to lose my business. It forced me to rebuild everything…my confidence, my company, and how I showed up publicly.
Up until that point, most of my content focused strictly on public relations and media strategy. During that difficult period, I decided to be more open about my journey as an entrepreneur and a mother while continuing to share practical PR advice. Prior to 2018 I only wanted people to see the “perfect” part. I wanted to be the boss babe, the CEO who worked long hours and how I was succeeding, but that was not reality. I began letting followers into my real life, the messy, funny and unpredictable parts. I shared about my divorce, being a single mom, the ups and downs of being a business owner. I filmed “Tip of the Day” videos and posted them consistently across social media, while also sharing more of the realities behind building a business.
That shift toward authenticity and visibility changed everything. People began reaching out not just because of my expertise, but because they felt connected to my story and trusted my perspective. Clients who followed my content eventually hired my firm because they had already seen how I communicated, thought, and showed up publicly.
The experience became a powerful case study that I now apply to the leaders and entrepreneurs I work with. When people see both your expertise and your humanity, your brand becomes far more relatable and trustworthy, and that’s when real influence begins.
How do you navigate the balance between a leader’s authentic self and the public persona you craft for them in their branding strategy?
I believe that you can’t craft a persona. People will see right through it. We are even seeing big brands step away from the famous influencers and focusing on micro influencers because the public wants real people. My role is not to create a new identity for a leader, but to help them clearly articulate and consistently communicate who they already are.
Many leaders struggle because they feel they must present a perfectly polished version of themselves. Audiences connect with honesty, relatability, and clarity of message. What I focus on is identifying their core values, expertise, and voice, and then helping them show up in a way that feels natural while still being strategic.
That might mean refining how they communicate their ideas, helping them share the stories behind their work, or guiding them on how to show more of their perspective and personality online.
When a leader’s brand is authentic and consistent, trust grows much faster. And trust is ultimately the foundation of influence.
What are the most common misconceptions leaders have about personal branding, and how do you address these in your work?
That they have to be perfect or come across as someone they are not. Personal branding is about clearly communicating your expertise and the value you bring to others.
Many leaders believe they need to be everywhere at once, on every platform, posting constantly. I remind them that consistency and clarity matter far more than volume. It’s better to show up thoughtfully and share meaningful insights than to post for the sake of posting.
Their brand already exists whether they manage it or not. If they don’t shape the narrative around who they are and what they stand for, someone else will fill in the gaps.
In a crisis situation, what steps do you take to protect or rehabilitate the personal brand of a leader?
In a crisis, the first thing I advise is for them to pause. Take a breath and evaluate everything. Many leaders feel pressure to respond immediately, but reacting without all the facts can make the situation worse. The next step is to develop a communications strategy. It may be through a statement, a post on social or a media interview. The worst thing to do is ignore it and bury your head in the sand. Transparency and accountability are critical. In most cases, people are far more forgiving when leaders acknowledge mistakes, explain what happened, and outline how they will move forward.
Could you list and briefly explain “5 Things You Need to Know to Shape a Personal Brand” based on your experiences and insights? If you can, please share a story or example for each.
1 . Be Clear About What You Want to Be Known For.
If you are in the health and wellness space, focus on posting and sharing content around that industry. You can even show your personal life and how you incorporate it into your family. So, you are providing value and also letting people in to see what your family life is like.
2 . Consistency Builds Trust.
A personal brand is not built overnight. It takes time and a lot of effort. I worked with a client who just launched their coaching business. She posted every day on social media; she was featured in the media and within a few months she was booking clients on a regular basis.
3 . Authenticity Is Your Greatest Asset.
It can be scary, but when I began sharing more about my life as a business owner and a mother, alongside professional insights… my audience engagement grew dramatically. It allowed people to see the person behind the profession.
4 . Visibility Creates Opportunity.
You could be incredibly talented, but if no one knows who you are, the opportunities are limited. The market is crowded and there is so much noise out there that you must stand out. I had a guest on my podcast and after it aired, he began getting requests for other podcasts and was quoted in articles. All it takes is just putting yourself out there.
5 . Your Brand Should Reflect Both Your Expertise and Your Values.
A personal brand is not just about what you do, it’s about how you do it and what you stand for. When people understand your values, they are more likely to trust you and want to work with you. I focus not only on strategy, but on integrity and transparency.
Looking forward, how do you see the role of technology and social media evolving in the way publicists shape and manage the personal brands of leaders?
AI is here to stay. And this is why it is so important to develop your personal brand now. In the past, a leader’s public image was shaped mostly through traditional media like television interviews. Today, we can communicate directly with their audience in real time through social platforms.
How can our readers follow your work?
They can follow me on Instagram, LinkedIn, X, TikTok and Facebook at @AlisonMaloni and Alisonmaycommunications.com.
Thank you for offering such valuable insights into the power of personal branding. We wish you continued success in all of your work.
About The Interviewer: Chad Silverstein is a seasoned entrepreneur with 25+ years of experience as a Founder and CEO. While attending Ohio State University, he launched his first company, Choice Recovery, Inc., a nationally recognized healthcare collection agency — twice ranked the #1 workplace in Ohio. In 2013, he founded [re]start, helping thousands of people find meaningful career opportunities. After selling both companies, Chad shifted his focus to his true passion — leadership. Today, he coaches founders and CEOs at Built to Lead, advises Authority Magazine’s Thought Leader Incubator.
The Power of Personal Branding: Alison Maloni Of Alison May Communications On How Publicists Shape… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.