3 ways to start building visibility today.
If PR pros want to be seen, trusted and promoted, they need to build their own visibility and brand with greater intention.
“Your reputation isn’t what you intend, it’s how people see you when you’re not in the room,” Lorraine K. Lee, founder of RISE Learning Solutions, said during Ragan’s 2025 Future of Communications Conference.
These steps can help professionals boost their visibility and reputation over time.
- Audit your reputation
Your personal brand already exists whether you realize it or not, Lee said. The problem is most people don’t check to see if their own self-perception lines up with how their coworkers view them.
Ask your colleagues how they see you. You could ask what your greatest strengths are or how other people describe you. This should give you feedback about how you’re perceived, she said.
“Then decide how you want to change that perception,” she said.
Define specific actions or ask for help to close the gap. Never be defensive when receiving feedback. Rather, ask how you can move toward your goal.
This process might include building a small “feedback circle” of people who can track your progress and hold you accountable, Lee said. Over time, you’ll see how small changes lead to more visibility and greater credibility, she said.
“Presence is something that can and should be worked on and you can do this through small actionable steps each day,” Lee said.
- Show up where it matters
Next, use your voice on social platforms to add something useful. Visibility is about being present in the spaces that influence decisions, Lee said. Pay attention to what kinds of posts decision-makers are engaging with. Don’t feel obligated to be active on every social platform. But you must have a social presence.
“Regularly share team wins and insights in those spaces,” Lee said. “If your work isn’t seen in the right rooms, it won’t move your career forward.”
Lee used LinkedIn as an example. Strive to make authentic posts there once or twice a week with insights or takeaways, she said.
Keep the message true to who you are or what your brand represents. People will quickly spot if you aren’t genuine or the message sounds contrived. Then comment on others’ posts to stay active throughout the week.
“Remember, focus on useful ideas, not self-promotion,” Lee said.
Being consistent elevates your voice and builds confidence that will carry over into your daily work.
- Build influence through engagement
Your influence grows over time through daily conversations, Lee said. People online want to feel engaged with you rather than just hearing about the news or personal milestones.
“Those small touch points matter just as much and they happen more frequently,” she said. Try to bring people into a conversation regularly.
If you’re struggling with ideas, think of specific questions you could ask, like: What’s been your biggest win this week? What are you focused on right now? This encourages engagement and builds connection, she said.
“The best way to build visibility is to understand what it means and then actively shape it,” she said.
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