Public relations practitioner shares digital branding insights

Posted by Elena del Valle on March 25, 2020

Branding in a Digital World

Photos: HJMT Public Relations

Hoping to reach an audience of small businesses Hilary Topper, chief executive officer, HJMT Public Relations, wrote Branding in a Digital World How to Take an Integrated Marketing Approach to Building a Business (iUniverse, $20.99), a 278-page softcover book published last year. Written in an easy to read style the book, divided into 38 chapters, emphasizes positive outcomes. Each chapter ends with the author’s observations on the topic. The author funded the book with her savings. She said by email that no third parties donated to or funded her book project in any way; she didn’t compensate anyone for interviews or for permission to share their story.

In response to a question on what prompted her to write the book the adjunct professor at Hofstra University said, “I have been teaching a course in Digital Communications for the last six years. To make it more fun for the students, I ask them to develop their brand. Then we work on an integrated marketing plan together. I decided to write this book last year and started writing it in April 2019. I had it finished and at the publisher in December 2019.”

Her goal? “I hope that I can help business owners learn to become a little more structured and think more about how to brand and market themselves so that they have a direction. The most important thing is determining who your buyers are and then developing a plan.” Asked what makes her book stand apart she said, “It’s more of a workbook so that a small business owner can use it as a tool to get them to the next level.”

Asked about the importance of diversity she said, “Diversity in almost any business is important. But, different groups are in different places. Once you know who your buyers are, you will know where they live and how to market to them.”

When asked about her greatest challenge writing the book, she replied, “This book was a challenge. I interviewed 30+ people, did a ton of research and used some of the materials from my course. Pulling it together was a great accomplishment. Seeing it in my students hands makes me feel proud.”

When asked about the ethical line readers such be mindful of when promoting their businesses she said, “You need to feel good about what you promote and be able to sleep at night. If I don’t want to work with someone, I won’t do it, no matter how much I could get paid.”