The Power of Personal Branding: Deidre Gaskin Of The Most Valuable Publicist On How Publicists Shape Influential Leaders
An Interview With Chad Silverstein
You Need to Know Who You Are, Your Story. If you’re a mom, then you should relate to first time moms and give them tips and encouragement through this process on how you overcame challenges such as work/life balance, postpartum, etc.
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. I had the pleasure of interviewing The Most Valuable Publicist®, Deidre Gaskin
Re-introducing Deidre Gaskin, a woman of God, wife, new mom and The M.V.P of PR, The Most Valuable Publicist ®. Known to some as a former collegiate athlete, known to most as one of the best publicists in the city, Deidre continues to make an impact in her industry. As the owner of faith-based public relations firm, MayLee Media and Creator of the empowering publicist platform “It’s Just PR”, Deidre has a real passion for showcasing “who’s next up” in sports, lifestyle and business.
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?
Well as a former athlete, I’ve always had a passion for helping others. Even as The Most Valuable Player on the basketball court and track, I still showed great leadership and sportsmanship and took that to become the Most Valuable Publicist® in business. However, getting my foot in the door was no easy task. I got started before social media is what it has become today so I had to put in real work. I had to intern, shadow, volunteer, etc. just to build my resume. I even did work pro-bono just to get some experience in. Some of the challenges I faced were lack on income, transportation at times, support, self-doubt, homelessness, being in an abusive relationship, getting ignored, rejection after rejection, I mean the list goes on. I think as business professionals, challenges won’t go away, it’s all about how you look at them and strategy to overcome them.
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?
I was tasked with doing PR for a certain event that started out in a coffee shop with less than 20 people. Once I came on board and utilize my skills and relationships, celebrities became a part of that brand, sponsors came on board and the media loved the concept and covered the event each time and that brand is still very known today and has even grown to television. The creator herself as become an “influencer” in her industry sort of speak.
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 is what makes your brand unique, when you are being your authentic self. Even the bible says “Do not cast away your confidence, which has great reward.” Being authentically YOU is what makes your personal brand attractive. It gives the sense of relatability and inspiration to those who may admire you or can identify with you. Having flaws is ok! Being awkward is ok! Being vulnerable and transparent is ok! I tell my clients, do not try to fit the mold if you are already one, meaning who you are is not only going to set you a part, but it will draw in those who need you. Building a personal brand is based on relatability and relevance and that is what we use to successfully attract the public.
What are the most common misconceptions leaders have about personal branding, and how do you address these in your work?
That you have to be active on social media or have a huge following. Some of the wealthiest people are not even on social media, yet they have built their brands without an app. Why? Because you don’t need followers to build a personal brand, you need a problem to solve. I saw something that said put the personal back in personal branding meaning engage with your audience. And… this can be done without the fluff of social media! Are you a personal trainer? Go to the gym, restaurants, a GNC and engage in a REAL CONVERSATION. Another misconception is that you need to have thousands of dollars to build a brand. A personal brand, simply put, is the digitization of your personality and reputation (which is free). In essence, some say it’s your purpose and you don’t need thousands of dollars to start.
In a crisis situation, what steps do you take to protect or rehabilitate the personal brand of a leader?
First you get the facts, judge the situation, strategize and act accordingly. Depending on the problem, you may need to apologize, but if it goes against your beliefs, your morals and values, stand firm and back up what you’re saying and do it out of love not out of routine. Next, focus on your purpose and share experiences that you have learned from relating to this crisis. Lastly, always engage with your audience; don’t leave them wandering to create the narrative. You are your best narrator, so you tell the story.
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 . You Need to Know Who You Are, Your Story. If you’re a mom, then you should relate to first time moms and give them tips and encouragement through this process on how you overcame challenges such as work/life balance, postpartum, etc.
2 . You Need to Know Who You Are Talking To. If you’re an athlete looking to brand themselves in the fashion industry you need to become the brand you’re wanting. Start going to fashion week, reinvent yourself by hiring a stylist, post content online that fashion lovers want to see such as outfits of the day.
3 . You Need to Get a Digital Footprint. What is the internet saying about you? Do you have a compelling website? Do you have a social media presence? Are you being featured in the press? Did you have a speaking engagement and can it be found on YouTube? Are people leaving Google reviews on your product or services? All these things can make up your digital footprint.
4 . You Need to Stay Consistent. Engage with your audience on a daily. Find ways to partner with those in your niche. If you have a blog or if you are building influence online make sure your content is out there on a consistent basis. Remember when being consistent means you’re becoming memorable so people can easily recognize you. Don’t post your logo that’s black and white then next day you’re posting it yellow and orange. That creates chaos and confusion, two things your supporters don’t want from you.
5 . BE AND STAY AUTHENTIC. No matter what, people connected with you because of you being you. Remember that. Staying authentic gives people, a sense of relatability and connectivity. You lose that, you can lose your audience.
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?
Between virtual reality and artificial intelligence, the future is looking quite scary. However, as a publicist our role is to stay on trend, stay connected, be in the know. Even with AI, you have apps that can write for you but regardless I feel nothing compares to a real person doing the work and that has a real response. For example, if I call a company’s customer service number, as the customer, I want to speak to a real human being that can keep up not a machine. All in all, technology has become convenient to the point where it’s almost shaping our existence from decision making even to employment. I would just say use technology to your advantage but don’t take the personal out of your personal brand.
How can our readers follow your work?
You can visit my website www.mostvaluablepublicist.com or connect with me on LinkedIN at Deidre Gaskin.
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 and Thought Leader with over 25 years of business experience. He has founded, operated, and exited multiple companies and now builds into a handful of high impact CEOs. Chad has launched multiple online communities, including a recent leadership development platform, and also serves as a strategic advisor for Authority Magazine’s thought-leader incubator program.
To learn more and connect with Chad visit: chadsilverstein.io
The Power of Personal Branding: Deidre Gaskin Of The Most Valuable Publicist On How Publicists… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.