Take control of your personal brand by showing up

In today's fast-paced world, where personal branding is more crucial than ever, PR professionals must take proactive steps to build their visibility and reputation. As Lorraine K. Lee, founder of RISE Learning Solutions, emphasized during Ragan’s 2025 Future of Communications Conference, "Your reputation isn't what you intend, it's how people see you when you're not in the room." To be seen, trusted, and promoted, PR professionals need to build their own visibility and brand with greater intention. Here are three ways to start building visibility today.

First, audit your reputation. Your personal brand already exists, whether you realize it or not. The challenge lies in ensuring that your self-perception aligns with how others view you. Lee suggests asking your colleagues how they see you. You could inquire about your greatest strengths or how others describe you. This feedback will reveal how you're perceived and help you decide how to change that perception. Define specific actions or seek help to close the gap. Never be defensive when receiving feedback. Instead, ask how you can move toward your goal. This process might involve creating a "feedback circle" of people who can track your progress and hold you accountable. Over time, you'll see how small changes lead to increased visibility and greater credibility. "Presence is something that can and should be worked on and you can do this through small actionable steps each day," Lee said.

Second, show up where it matters. Visibility is about being present in the spaces that influence decisions. Pay attention to the types of posts that decision-makers engage with. While you don't need to be active on every social platform, having a social presence is essential. Regularly share team wins and insights in those spaces. If your work isn't seen in the right rooms, it won't move your career forward. Lee used LinkedIn as an example, stressing the importance of making authentic posts that add value.

Third, leverage your voice on social platforms to contribute meaningfully. Engage with others in the industry, share insights, and participate in conversations that matter. This not only builds your personal brand but also helps you stay informed about industry trends and opportunities. By actively engaging with your audience, you'll establish yourself as a thought leader and increase your visibility.

In conclusion, building a strong personal brand requires intentional effort and consistent action. By auditing your reputation, showing up where it matters, and leveraging your voice on social platforms, PR professionals can enhance their visibility and credibility. As Lorraine K. Lee highlighted, "Your reputation isn't what you intend, it's how people see you when you're not in the room." By taking control of your personal brand, you can ensure that your reputation aligns with your intentions and aspirations.