A Guest Post by Cassie Boorn. Cassie is a writer, social media specialist, entreprenuer and PR girl who has built digital programs for Fortune 500 companies, entrepreneurs, small businesses and bloggers. You can find her shelling out PR and career advice weekly at AskaPRGirl.com

A few weeks ago Claire was named one of the 100 most creative people in business by Fast Company. As soon as I saw the announcement, I emailed  Claire to find out how this came about.

I am a PR girl and this is what I do.

In the world of PR, receiving a title like this would be referred to as a “credential.” I like to think of credentials as promotions for entrepreneurs.

According to Wikipedia, “A credential is an attestation of qualification, competence, or authority issued to an individual by a third party with a relevant or de facto authority or assumed competence to do so”

Every time you receive a new credential you have the potential to make more money, earn more respect from your peers, and take your business to the next level.

How does a credential help you take your business to the next level? Read the two bios below and tell me which person you want to hire more. (Hint: they’re both Claire.)

“I lead social innovation at Twitter, Inc. and moonlight as an author, speaker and globe trotter. I wrote Twitter for Good. I write here about business, marketing, and being a force for good—at Twitter and beyond.”


“I lead social innovation at Twitter, Inc. and moonlight as an author and speaker. I wrote Twitter and was named one of the 100 Most Creative People in Business by Fast Company. “


She even sounds fancier.

As entrepreneurs it is your job (and no one else’s) to turn your credential into a promotion. The first step is making your credential work as hard as it can for you.

Here’s how to turn your next professional credential into a real promotion:

1.     Plaster that title everywhere

The first thing to do when you receive a new credential is to tell everyone. Write a blog post, send an email out to family and friends, shout it out to your social network and if it is a big enough credential send out a press release. The second thing you need to do is plaster that title everywhere.  Add it in your email signature, about page, business card and social media profiles.  The more places you include your new title the more people will see how accomplished you are the more business you will drive and the more you are worth.


2.     Create content to keep new readers engaged

When you are featured in a media outlet you have the potential to reach an entire new audience and smart entrepreneurs will leverage this to the best of their ability. The most obvious way is to create content that will keep your new visitors coming back again and again. Around the time the announcement is made make sure you have regular engaging content up on your site to encourage new visitors to subscribe. The best example of a blogger leveraging a traditional media placement to increase their readership is Amy from Mom Advice , check out what she does when she is featured in a new media out.

Brilliant, huh?


3.     Leverage your new credential for more media coverage

Nothing says you are an expert like someone else saying you are. How can you leverage your new credential to position yourself as an expert? Find journalists & writers who cover topics in your industry and send them an email letting them know that you are available in case they are doing any stories that might be relevant.

For example, Claire could find a writer that covers innovative business stories at Mashable or INC and send them an email that says something like this:

“I lead social innovation at Twitter, Inc and was recently named one of the top 100 Most Creative People in Business by Fast Company.

I wanted to reach out and let you know that I would be happy to serve as a resource if you are working on any stories about business innovation or staying creative in the changing digital landscape.”

So, how could you start leveraging a new (or existing) professional credential? 


Come back next week for part two, where I tell you specific ways to turn your new credential into more money.  

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