Monthly Archives: April 2015

The Selling of You: Your Personal Brand

who are youAs a communications professional, you’re always focused on promoting your clients. But what have you done lately to promote yourself? If you want to get ahead in your career, you can’t just be good at what you do. You have to think about your personal brand.

Take Control

While previous self-help management techniques were about self-improvement, the personal branding concept suggests instead that success comes from self-packaging. But it’s not just what’s on the outside. It’s a compilation of your vision, mission, values, and personality. This is what you need to think about in the selling of you.

Self-promotion is not always looked upon as a positive attribute. But, if you are serious about advancing your position, raising your profile, or changing careers, it’s time to think about marketing yourself by working on your personal brand. It’s up to you to take the necessary steps to create the brand you want, manage it, and take it in a positive direction to achieve your career goals.

Take Stock

Although you may not have strategically marketed yourself yet, people do perceive you in a particular way. Their perception is based on their experience with you, your track record, and what’s out there about you – the infamous “digital footprint.” Google yourself, examine your social platforms from the view of an outsider, look at past performance reviews and emails in which people have expressed their appreciation. What qualities stand out? What are you known for? What does this picture of you look like? Are you happy with it?

brand research

Take a Stand

Maybe you don’t like what you see. Maybe you want to go in a new direction. Is it possible to change your brand? Just ask Madonna. She has invented and re-invented herself so many times in the past 30 years to stay marketable. Consider your career goals, the values that are important to you, what you want to accomplish in your career. Write them down. You may have “winged it “ in high school, when you were class clown, the intellectual, the athlete. But there’s too much at stake now. Decide who you are and, more important, who you want to be.

Take Action

Where you need to start is your vision and mission The vision statement expresses what you want to achieve in the future, the ideal of what you want to accomplish. What do you enjoy most about your career? What motivates you? What are your greatest strengths?

The mission statement is more about what you want to achieve now and how you will reach your vision. To create your mission statement, think about what you do, how you do it, the target audience, what makes you unique, and the value do you provide.

Your vision and mission statements should give you the laser focus to work towards your goals.

Take Action

Marketing yourself is not a whole lot different than marketing your clients.Determine your key messages and the vehicles you can use to gain visibility. Online opportunities abound. Share your opinion and your insights and engage with others. As you find your voice, devise a plan for creating your own content and marketing it. Establish your own space online – a website or a blog – that you can use an anchor. Then drive people there from your social platforms. Create your own community. Strive to become a thought leader in your field.

Putting yourself out there might seem intimidating. It takes confidence in your experience and ideas, as well as courage to be visible. A lot of people may have the same knowledge as you do you your field. But if you market yourself better, you will stand out and achieve your goals.

As Jeff Bezos, founder of said, “Your brand is what people say about you when you’re not in the room.” Don’t leave it to chance.

Eileen 2 Seattle CroppedEileen Masciale founded EJM Public Relations after serving as vice president at a New York City PR firm. She is especially passionate about healthcare communications and nonprofits. She works with several major PR firms and is the Consulting Director of Communications for The Marfan Foundation. Reach Eileen by email ( or follow her @EileenMasciale.


Leave a comment

Filed under Uncategorized

The Patient Experience: The Importance of Care, Communication, and Compassion in the Hospital Room

Book cover of "The Patient Experience"

Book cover of “The Patient Experience”

I believe in healthcare because I owe my life to modern medicine.

As a Hopkins M.A. in Communication student, healthcare advocate, and former ICU patient, I have focused my efforts on improving the level of communication in the hospital between the patient, their family, and the care providers that are taking care of them.

I frequently speak about the patient experience throughout the year, and I have collaborated with several health care institutions on communication projects related to patient and family engagement in the hospital setting. One project in particular that I really enjoyed working on last year was ‘Project Emerge’ with Dr. Peter Pronovost and the Armstrong Institute for Patient Safety and Quality at Johns Hopkins. This project consisted of a technologically innovative electronic tablet that improves communication in the hospital setting. Later this summer I will be working with the Armstrong Institute again on a national project regarding mechanically ventilated patients.

My path to the health communication field began one month after I graduated high school in 2004. I was coming home from swim practice and was involved in a near fatal car accident with a speeding dump truck. My dreams were shattered like the bones in my body. I lost 60% of my blood, heart was ripped across my chest, lungs collapsed, major organs were damaged, pelvis and ribs were pulverized, and I was resuscitated eight times. While in a two-month long medically-induced coma, I was unable to move or talk to anyone around me, yet I was able to hear, see, and feel pain for a majority of my time in the Intensive Care Unit.

As a family, my parents and I never thought that we would face such a traumatic situation, or rather, such a horrific nightmare. We were thrown into a place consisting of surgeries, machines, tubes, blood, and medical terms that caused utter confusion.

Due to a concussion, I woke up not knowing how I arrived at the hospital, or why I was paralyzed, or why my parents were hysterically crying every time they came in my room. I had so many questions and needed so many answers. My parents had many questions also – about my prognosis, what the future would hold, and if life would ever return to normal. But again, there were no answers. There was no guidebook or support group to prepare us for what we were in for as a family.

What I learned throughout my time in the hospital is that while I may have been the patient lying in the hospital bed, I was not the only one in that room who was suffering. The observations that I made truly inspired me and helped me understand how important the role of communication is among the patient, family, and health care provider. When I was able to learn how to talk again, I soon discovered that the power of the voice is amplified when the message is of gratitude, that a simple smile cannot be underestimated, and that body language and tone of voice are critical components within the hospital room.

Speaking at the 2012 Johns Hopkins Patient Safety Summit

Speaking at the 2012 Johns Hopkins Patient Safety Summit

This background that I have as a patient, and now healthcare advocate, is what inspired me to want to pursue my M.A. in Communication at Hopkins. I have the background of being a patient, but now I’m gaining the knowledge and resources in my classes to be able to influence the level of care and communication in the healthcare realm. Last semester in my Independent Study course, Professor Susan Allen gave me guidance and support as I wrote my second book called, The Patient Experience: The Importance of Care, Communication, and Compassion in the Hospital Room. In this book, my parents and I share our sincere gratitude and insight with the medical community from a patient and family perspective. We also hope that our experiences can offer hope and guidance for families facing the heartbreaking sadness when an unexpected, life-altering medical situation occurs.

Our goal is to offer suggestions that we hope will improve the overall experience for both the caregiver, the patient, and their family. In order for us to provide better care for these individuals, we must understand the experiences they go through within the health care system. We must observe what they think and feel as they go through their journey. Our story is only one journey and it is intended as a means to express our appreciation to health care providers and also initiate the much-needed conversation of how we can take a step further to improve the experience for the patient and their family.

This book offers a rare and unique glimpse of what the patient and family are going through, and it covers the information that my parents and I wish we had during our time in the hospital.

brianboyle_biophotoBrian Boyle has been on a mission to make an impact in healthcare education since he left the hospital in 2004. He has been recognized for his contributions with several national awards, including the American Red Cross Presidential Award for Excellence, the Daily Points of Light Award, the Johns Hopkins Martin Luther King Jr. Community Service award, and the Champion of Change award from President Obama. Brian has appeared on the Ellen DeGeneres Show, NBC’s Today Show, ESPN, CNN, and several other programs throughout the country. He is the National Volunteer Spokesman of the American Red Cross, a columnist with The Huffington Post, a blogger for The British Medical Journal, a patient advocate for The Armstrong Institute, and is currently in grad school at Johns Hopkins University earning his M.A. in Communication and an MBA with a concentration in Healthcare Management. He resides in Southern Maryland. More information on Brian’s story can be seen on his website, Twitter, and LinkedIn account. 

Leave a comment

Filed under Uncategorized