The concept of personal PR came to business from politics, where a person’s image and reputation is often much more important than their particular political action plan. Today, PR for a company’s top executive is an effective, albeit rare method, applied by marketing specialists around the world.

Who needs PR for their company head?

The reputation of the head of the company in the eyes of a potential client establishes a certain predisposition toward the brand that person represents. High-profile examples of well-executed personal PR include Pavel Durov, Steve Jobs, Oleg Tinkov, and many other famous entrepreneurs who are able to engender the right attitude about their projects among their target audience with just the power of their identity.

The CEO’s reputation is particularly important when looking for investments in a project. For example, when a company conducts its ICO, the public’s opinion regarding its future plays a major role. One of the key factors that go into an investor’s first impression is their opinion on the professionalism of the top executive and their team. Just think for yourself: all else being equal, would you entrust your money to Elon Musk or Joe Schmo?

Why choose this method?

B

y its essence, the format of a company ICO doesn’t just come down to making tokens openly accessible: it rests on a relatively serious PR foundation. A project’s ICO is an excellent way to call the attention of the business community to yourself and what you do. Thus, the majority of your potential investors, partners, and clients will learn about you right at the start of your fundraising campaign, and the more thought-out the top executive’s image is when it comes to project PR, the more opportunities for development the company will have.

What does the service include?

Personal PR for a project’s or company’s top executive or main speakers includes:

Analyzing the top executive’s current level of prominence.
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Developing a personal brand concept and distinctive features. The idea here is not just about the highlighted image of the company’s top executive, but also methods of promotion that won’t run counter to the image being created.
02
Developing promotion sources and compiling informational materials. Marketing experts specializing in promoting ICOs will develop a structure of media outlets used and other informational sources, based on the expected target audience. Meanwhile, professional copywriters will create an informational base that will gradually give the public the right opinion about the project’s CEO.
03
Personal PR. In addition to publications in online and print media, personal PR for the ICO also involves adhering to a unified model of behavior during public appearances and other social activities.
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Finally, the closing phase of the service is analyzing the results of the PR campaign and making timely adjustments.
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As was mentioned previously, when it comes to personal PR, the strategy for promoting a project’s ICO should be based on the top executive’s initial reputation and a conception of the company’s activities. There cannot be a logical divergence between these two factors in the PR strategy, as that could lead to a failure in the ICO process.

The failure of Buzzcoin, which was a fundamentally promising project, was in many ways due to the personality it was associated with. Even though Durov’s ICO and Buzova’s ICO were essentially based on social networks, the first project’s capitalization is off the charts, while Buzzcoin’s initial offering failed to raise even 1% of the amount planned. It would be ridiculous to deny the success of the “Olga Buzova” marketing project—it has certainly generated plenty of income!—but in the context of the cryptocurrency market, this personal brand fails to support the big picture in an investor’s eyes. This is why all the details of an upcoming ICO, including the PR campaign for the top executive, have to be optimized during the preparation stage.

Why is it better to turn to a professional than do this yourself?

The apparent simplicity of developing and implementing a PR campaign for a top executive’s image can be deceptive. Properly promoting a personal brand is a process that requires a significant time investment and a sufficient reserve of knowledge and experience. The other option—setting up your own PR group—will take a very large amount of money and, more importantly, result in significant time drains, which are a much more valuable resource in the ICO context. Don’t forget that if you take the cheap route at the personal branding stage, you are more likely to damage your own reputation than improve it.

This is why the best option for an ICO-project’s PR, including promoting the top executive’s image, is to work with a specialist under the outsourcing model. This way, you can cut down expenses on the PR campaign without losing out on quality or the vendors’ professionalism.

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