Sir, your reputation precedes you

First, if you're an up-and-coming communications pro (or even a weathered old geezer), you'd do well to subscribe to Rafe Needleman's "Pro PR Tips." The C|NET vet has posted more than 100 rules from inside the head of one of the tech industry's most-read journalists.

Take, for example, this one from the other day:

Tip #103: Agency, Shmagency: "I don’t care that much what agency you work for. What I care about is the company you represent."

Now, you can argue that the calling cards of a small number of agencies will open otherwise hard-to-crack editorial doors (a reflection on consistently great hiring and training than on size and perceived power). However, even though the card might be able to open the door, it's the story and personal relationship that gets your foot inside.

I've heard a lot lately about the power of personal brands. It's a discussion good PR pros should heed. It doesn't matter whether you work for IBM or Joe's PR Shop, it's your personal brand that makes you stand out.