Is Your Company Part of the Conversation?

5 Questions Every Leader Should Ask Themselves on an Annual Basis

When reading a newspaper or industry publication and thinking, “My company should be in that article,” you’re probably right. Your company should be part of that conversation. Ensuring your business is in the public eye and viewed positively, however, requires intentional effort. Here are five essential questions that leaders should ask themselves annually about their company’s public profile:

1) Does my company have a public profile?

Every company, no matter the size, has a public profile, whether or not it has been actively curated. This profile may consist of customer reviews, word of mouth, media mentions, or social media presence. It’s not just about large PR campaigns but the overall perception that stakeholders—customers, partners, and employees—have of your company. Understanding if your business is part of the conversation and how it’s perceived is the first step in building a strong, impactful presence.

2) Is it good, bad, or neutral?

Once you've established that your company has a public profile, it’s essential to evaluate its current state. Is your company seen as a leader, a disruptor, or just another player in the market? Are you receiving positive media attention, or are negative reviews hurting your image? A neutral profile, while not damaging, may indicate your company isn’t standing out from the competition. This assessment helps you determine whether you need to reinforce or change your positioning.

3) Should we try to change it if we don’t like it, or does it not matter?

If your company’s public image is negative or neutral, it’s crucial to decide whether to take steps to shift that perception. For instance, if negative reviews are gaining traction, improving customer service or addressing underlying issues might be necessary. If the profile is neutral, investing in PR strategies to enhance visibility within your industry may help. Alternatively, if your company operates in a niche market where public perception isn’t vital, maintaining a neutral profile may be acceptable.

4) How important is your company’s public profile?

The importance of a public profile depends on your industry. In competitive sectors like technology, retail, or hospitality—where customers’ choices hinge on brand perception—a strong public profile is vital. However, if your company serves a niche market with little competition, a low-profile strategy might work. Understanding the significance of your public profile helps in determining how much effort and resources to invest in maintaining or enhancing it.

5) If you don’t create your company’s public image, who does?

If you aren’t actively managing your company’s public image, someone else is—be it competitors, dissatisfied customers, or industry influencers. As a leader, you have the power to shape your company’s narrative. Whether through targeted PR campaigns, customer engagement on social media, or establishing thought leadership, taking control of your public image ensures that the narrative reflects your company’s values and goals. Simply existing and posting on LinkedIn might suffice as a short-term communication strategy, but it should be an intentional, thought-out approach.

A simple way to test this: Google your company. If you like what you see, someone’s doing their job. If you don’t, it’s time to take action.

By annually considering these questions, leaders can shape how their company is perceived, ensuring they stay relevant, respected, and part of the conversation in their industry.

QB & Company offers a comprehensive public profile analysis to assess how your business is perceived in the marketplace. Our expert team will help identify strengths, address challenges, and provide actionable strategies to enhance your company’s visibility and reputation.