Even if you go viral, you probably won’t see a lot of growth from it. So, how do you build a personal brand that actually makes you money? And how do you do it in 2025 when AI content is everywhere and, as I recently wrote, social media is getting chaotic?

Here’s our playbook.

Though these are unsettling times, this blog post isn't meant to scare you. Instead, I share all of this to inform you. 2025 will be volatile and unpredictable but remember: You still have the agency to act in the way that's best for you, your family, and your brand if you have one.

You’re not alone if PR still seems opaque or mysterious. Frankly, it was designed to be that way by elite PR firms that now charge clients hundreds of thousands (or even millions) of dollars each year. Thankfully, that’s changed in the last decade.