These days the word ‘celebrity’ is much misused. Today you can be famous for just ‘being famous’. The true meaning of ‘celebrity’ is to be ‘celebrated for..’

What could you and your organisation be ‘celebrated for’? Why should anyone choose to talk well about you and your business? What would you want them to say? How does it fit within your overall reputation and sales strategies? Who do you want to influence? Why? How will you know if you’ve been successful?

These are just some of the fundamental questions you need to ask before you embark on a profile-building campaign. Merely getting your name in the newspapers or in magazines is fairly simple (to a point). But doing it in such a way that it actually improves your business is a different matter.