Just as education is the key to success, reputation is the key to a successful career. PR student, Rethabile Molehe, says whether you are applying for a job, funds, or a position, your public image matters. More often than not, perception is shaped before people meet us. This is due to our social media presence and how we present ourselves. These behaviours have a significant effect on our personal brand, showcasing the importance of perception.
In a digital era where people Google before they greet, reputation tends to travel quicker than your CV. One wrong post, tweet, or statement can do a lot of harm to your career or personal brand. This highlights the importance of public relations as a skill for every individual, more so young professionals. PR goes far beyond just calming down a situation; it’s about presenting yourself with intention and consistency in a world where perception is everything.
Three PR Skills Every Young Professional Needs:
Crisis Communication
The most important tool in any communication model is accountability. Taking accountability does not mean admitting guilt, it demonstrates maturity in handling a situation. While accountability is everything, being defensive can escalate the circumstances, as it often comes across as uncaring, rude, and denting your credibility.
A notable case is the 2017 United Airlines incident when a passenger was dragged off a flight to make room for airline staff. This incident severely affected the reputation of the CEO and the airline, with their market share dropping by over $1 billion in days. Even when procedures are followed, a lack of empathy can ruin the brand.
Personal Branding
How the public views or receives you is largely determined by how you brand yourself. Consistency on all social media platforms, whether TikTok, X (formerly Twitter), or Instagram, is crucial in branding. A well-crafted social media presence positions you as credible and professional to both the public and future employers, enhancing your career opportunities — provided the content is not controversial. As they say, the internet never forgets.
A relevant example is the former DA MP, Renaldo Gouws. Upon being sworn into parliament in 2024, an old video of him using racially offensive language resurfaced on social media. This led to the DA terminating his membership, and he lost his parliamentary seat.
While social media is key, dress code is equally as important, if not more. As much as one should not judge a book by its cover, first impressions are crucial. According to research by OnePoll in 2022, 30% of interviewers decide whether to hire you or not within the first five minutes of an interview, influenced by appearance and demeanour. This proves why personal branding is not only important, but a full-time job.
Reputation Recovery
No matter how hard we strive for perfection, mistakes will always occur. Accepting your wrongdoing is the first step in your reputation recovery. This shows maturity and taking accountability for your actions. However, PR is more than just apologising, it’s about consistency, empathy, and emotional intelligence. As much as the internet never forgets, a genuine apology is the first step to winning the public’s trust.
We need to not only present ourselves professionally on all platforms, but to also have the ability to build trust with different people. Reputation isn’t about being liked, it’s about being trusted. For young professionals, it is also the key to leadership. Accountability for your actions, empathy, and personal branding are what make a good leader. While telling stories and shaping the narrative speaks of PR, creating accountable leaders is also what public relations advocates for. In a world where digital literacy is taking over, PR skills are becoming more essential to everyone, more so to young professionals.
RETHABILE MOLEHE
LinkedIn page
