By Patrick Hind -

Everyone works in PR nowadays. Trust me, even if you think you are an accountant or a builder, a large proportion of your day will be spent on public relationships. When it comes to the workplace, we are all now encouraged to promote ourselves as a desirable brand, but what do you do when you feel that your reputation has reduced you to the personnel equivalent of a Skoda?

Earning a bad reputation at work can be surprisingly easy. While most employees are aware of the need to promote a good image at interview, it's easy to let the facade slip when you've passed the three month promotion period. Combine this with a workplace culture that thrives on "friendly banter" and it is surprisingly easy to find yourself written off as the feckless drunkard with an attitude problem.

No one with a sense of humour would claim that a few jibes at a colleague's expense are grounds for a disciplinary hearing, but as is often the case with workplace matters the boundaries of accessibility are thin. What is an acceptable joke among close peers can become detrimental if taken on board as fact by management, while constant references to so-called bad habits also risk forcing a self-fulfilling prophecy.

More seriously, a bad reputation can unjustly block someone's chances of promotion, as well as reduce their morale. In the most serious cases it could even be classed as workplace bullying. The Andrea Adams Trust, which campaigns against bullying in the workplace, says that persistent, vindictive, cruel or humiliating attempts to undermine, criticise, condemn, and to hurt or humiliate an employee should be treated as bullying. Constant and trivial nitpicking is also a hallmark of bullying, as are persistent attempts to undermine someone's status, worth or potential.

So what should you do if you feel you've acquired an unfair reputation? Your first step should be some soul-searching: in many cases there will be a grain of truth, even if the overall impression amounts to an unfair caricature. Then seek a second opinion from a trusted friend or colleague before you decide on the extent of PR required.

Once you've accepted any valid basis for the criticisms, commit to changing your ways. Everyday set out to contradict your bad reputation in one small way, be it via scrupulous time keeping, a helpful approach with difficult colleagues or just generally adopting a positive and more professional outlook.

It can be helpful to inform co-workers that you are trying to make improvements. Most people will respect you for identifying your weaknesses and give you kudos for trying to rectify them. They may even be able to help you out with a few pointers, or set other co-workers straight. Similarly, if elements of your behaviour have undermined your relationships with colleagues or clients now is the time to apologise.

Nevertheless, it's likely that a large proportion of the criticisms are unjustified. If a reputation honestly is not deserved, find out why people have such an inaccurate impression. Perhaps an off-hand comment made by yourself has snowballed out of control. Be direct but non-confrontational with those you suspect of perpetuating the rumours, often bringing matters to a head can be the most effective way of solving them. Before you know it you will have completed a PR turnaround worthy of Saatchi and Saatchi.