There are many PR folks who believe we’re in the image business.

I respectfully disagree.

When I think of an image, I imagine something impersonal, static, iconic – a Hollywood invention. It’s a manufactured likeness and not very authentic. I sure wouldn’t want to start a conversation with one.

Worrying about your image seems like an old fashioned preoccupation with external perception; akin to gazing through a store window rather than enjoying the shopping experience inside. It’s more about how you look for your close-up (is my hair alright?) than who you are.

We all know social media is about personal connections. That’s what makes it such a powerful way to engage. It’s our human voices with their idiosyncracies, charm, knowledge, questions and foibles that are relevant, real and believable and can build the kinds of relationships that bring a brand to life. Much better than simply admiring it from afar.

So let’s take down the pedestal and smash the graven image of the image. And focus our attention on personality instead.

What do you think?

About Martin Waxman


Martin Waxman, MCM, is a digital communications strategist. He conducts AI research, leads digital and social media training workshops and speaks at events across North America. He's co-founder of two PR agencies, president of a consultancy and has worked in the industry for nearly 30 years. Martin is a LinkedIn Learning instructor, teaches digital strategy and social media at McMaster University, the Schulich School of Business, University of Toronto SCS and Seneca College. He's a member of the Institute for Public Relations Digital Media Research Center and a past-chair of PRSA Counselors Academy. He has a Master of Communications Management (MCM) from McMaster-Syracuse Universities.