Another thing on BusinessExchange is: http://bx.businessweek.com/personal-branding?campaign_id=spnbx_persbrand_cplan which talks about personal branding.
“Personal branding is how we market ourselves to others. Many successful people use personal branding as a career strategy for creating value, expert positioning, and as a way to increase audience size and attention. Personal branding was conceived in 1997 by Tom Peters and has gone mainstream in the past few years with the adoption of social media. “
In PR personal branding is essential you want people to know who you are and your values. Also, think about a job interview you want to know how to “sell” yourself, and make them want you.