How to Build a Public Profile That Reflects Your Work
Build a public profile by deciding what you want to be known for, making sure your work supports it, keeping your information accurate everywhere and choosing appearances that add to the story.
To build a public profile that reflects your work, decide what you want to be known for, make sure there is real work behind it, keep your information accurate and consistent everywhere, and choose media appearances, content and partnerships that add to that story. A profile built on substance lasts longer than one built on visibility alone.
For artists, founders, professionals and public figures in Ghana, a public profile can open doors to opportunities, partnerships and audiences. It can also create expectations that the work then has to meet.
Decide what you want to be known for
Write a short description of your work and what distinguishes it. Focus on one or two areas rather than everything you do. Ask what kinds of opportunities you want the profile to attract: bookings, clients, speaking invitations, partnerships or board roles. The answer should guide every decision that follows.
Check that the work supports it
A profile should reflect what you have actually done. Gather evidence: completed projects, performances, results, publications, awards and testimonials you can attribute. If the evidence is thin, build the work before building the publicity.
Get the basics right
Make sure your biography, photographs and contact details are accurate and current across your website, social profiles, LinkedIn and any directories. Use the same name, title and description everywhere. Inconsistent information confuses journalists, partners and search engines.
Prepare a short and a long biography in the third person, and a set of recent, rights-cleared photographs.
Share your knowledge
Content that demonstrates expertise builds credibility over time. Depending on your field, that might mean articles, talks, short videos, performances, podcasts or posts that explain your work and what you have learned. Choose formats you can sustain.
Choose appearances carefully
Media interviews, panels and podcasts can introduce you to new audiences. Prioritise opportunities whose audiences matter to your goals and where you can speak with authority. Prepare for each one. A few relevant appearances can be worth more than many that do not connect with your work.
Build relationships
A public profile grows through relationships with journalists, event organisers, collaborators and peers. Be helpful, respond promptly and credit others generously.
Protect your reputation
Think before commenting on subjects outside your expertise. Keep promises made in public. If you make a mistake, address it directly. Monitor what is said about you and correct inaccurate information politely.
Review over time
Every few months, look at the opportunities your profile is attracting. If they do not match your goals, adjust what you share and where you appear.
PR369's founder, Philippa Bentuma Arthur, describes her own background and work in a note from Bentuma.
PR369's Representation and Talent PR service helps talent and public figures build a presence that reflects their work. Email info@pr369.com with what you do, what you want to be known for and the opportunities you are pursuing. We will begin with a strategy conversation.
