We want more profile!

We want more profile! I hear this from organisations a lot. We want more media coverage. More visibility. More thought leadership. But that is not the place to start.

The place to start is to ask yourself, ‘What do we want to be known for?’

This is not about the services you offer. It's not about what you want to promote. It’s not even about your key messages (that comes later!).

What do you want to be known for as an organisation? How do you work towards an answer? Start by asking these three questions:

🟠 What do you see that others don’t?
For example, a professional body might see a workforce problem emerging before government or the wider sector does.

🟠 What problem do you care enough about to keep talking about?
For example, a charity might decide that one overlooked barrier to social mobility is the issue it wants to keep putting on the agenda.

🟠 What do you have in your armoury? Do you have expertise, evidence or experience that you can talk about?
For example, a consultancy might have data from hundreds of clients that reveals something important about how organisations are changing.

Profile on its own is just visibility. A profile with a point of view is where it gets interesting.