The Art of Tooting Your Own Horn

The art of self promotion is a difficult balance – how much is too much? For some it seems, it’s easy to fall into the role of shameless huckster.

But in one of the toughest job markets in two decades, learning that art is essential, not only for those looking to keep their jobs but especially for those looking to land a new one.

Livingston native Jessica Kleiman has teamed up with Meryl Weinsaft Cooper to help you achieve your goals in a new book titled Be Your Own Best Publicist (Career Press; paperback; $15.99).

“I have always enjoyed mentoring young people who worked for me, to help them navigate their careers,” said Kleiman, a vice president for public relations at Hearst Magazines. “This book is an extension of that.”

The book shows how to hone your message and to use public relations skills to land a new job, attract freelance assignments, stay essential in your current job or get a promotion you’ve wanted.

Tory Johnson, CEO of Women for Hire, touts the book this way: “There’s no marching band coming to play your tune, so it’s up to you to make some noise at work. Jessica and Meryl lay out specific tactics to toot your horn, create your own magic and let your star shine.”

The idea for the book came over lunch between the authors, who were talking about how collegues in their 20s – the so-called Generation Y—rely on texting, emailing and instant gratification and how that translates to the work force. “They just start working and they want your job in six months. Of course, they don’t know how to get it.”

As they mulled the idea over with Kleiman’s literary agent, they decided to write it for a broader audience, figuring everyone could use some tips on how to break in, move up or move on in their desired fields.

“A lot of skills we use day-to-day anyone could translate to their own careers,” she said.

The book is filled with humorous and informative anecdotes as well user-friendly tips and exercises designed to make you think about yourself diffenent and give you the confidence to sell yourself, albeit subtly.

“PR is the soft sell. … What is it that makes you unique?” Kleiman said. “What makes you stand out from others? One of the exercises in the book is ‘the elevator pitch.’ If you’re stuck in an elevator with someone you want to work for or with your boss, what’s your quick pitch?

“People are reluctant to talk about their accomplishments because it will come across as boastful or obnoxious, but there’s a way to do that without hitting someone over the head with it,” she said.

Kleiman and her co-author have a combined 30-plus years experience in the public relations industry, having worked both in-house and on the agency side.

Kleiman gives props to Livingston for contributing to her success – her education from Hillside School to Heritage Middle and Livingston High School served her well, she said.

“I think any place you grow up shapes who you are,” she said. “Livingston was a nice place to grow up – it was certainly a place where I was encouraged by my parents and teachers to strive for success.”

In addition to her job with Hearst Magazines, Kleiman has guest lectured about publicity at NYU and Columbia University and has written for various newspapers, Web sites and magazines.  She lives in Brooklyn with her husband and daughter and enjoys posting words she finds funny on Twitter, Facebook and her blog, Funny Word of the Day.

If used well, she said, social networking sites like Facebook, Twitter and LinkedIn can help you land that next job or promotion.

“It’s all about who you know and who knows you,” she said. “Nowadays so easy to connect with people you know or don’t know. But I still believe in the power of face-to-face meetings.”