“Sorry, I don’t have any room for you.” “Not exactly what I’m looking for.” “Not a right match for us.” Or simply…dead silence. As PR experts, we’ve heard these replies before, but I’m not talking about pitching a story here, I’m talking about pitching myself so I can earn a living.

When we pitch reporters, we have to determine first what the news value is. What makes this story worthy of media coverage? In a way the job search is similar. So I dug deep and tried to figure out what makes me unique. What’s my news value, in this case, what makes me worthy of a placement in a PR agency or corporation?

I’ve tried to encapsulate what I know in public relations, marketing and social media in various job sites and on cover letters. I even posted an ad about my expertise on Craig’s List (hey, it’s free) in hopes of securing any PR/marketing job or freelance work available. I’m not trying to be trendy by using social media to land a job, although at this stage it doesn’t hurt to utilize all possible channels. It’s not easy to be unemployed with three children (one of whom has autism spectrum disorder and special needs) plus bills to pay.

BUT I don’t want this to be another sad tale of a guy who has the talents and the skills, but never catches a break. This is about defining who I am. Finding out what is unique about me. Besides, what defines me affects how I approach PR and the successes I’ve experienced in the past. It might even help me secure that elusive job or client. As I said, it’s just like pitching a story to any respected media outlet (are there any left?).

So what defines me. Is it the millions of dollars of publicity I’ve generated for clients in my 12 years of PR? Is it the counsel I offer clients that help them grow their business? Is it the strategic communications plans I’ve developed and implemented? Could it be the events I’ve managed or the speaking engagements I’ve secured? Maybe it’s my Twitter profile. I mean I am just another dude in PR adding diversity to the industry. All of these are true, but I can’t say they define me.

In fact, what defines me may be viewed as nothing special by many. So here goes at the risk of losing that job or client around the corner. I’m a husband and dad first and foremost. I’m also a son, brother, cousin, mentor and a friend. All of these things define me and hence my priorities. These things may not give me an edge in my job search and may not add value as a PR professional.

One thing about not knowing what’s in store in the future is that it messes with a person’s mind.  You begin to question who you are.  So at this point, I’m just happy to know who I am.  And my hope for all of my PR brethren is to never have to pitch what I’m pitching right now.  The toughest pitch is pitching one’s self.