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Branding · Published June 13, 2019

Ronn Torossian
Founder & Chairman, 5W

Culture Audit to Keep a Business Thriving

business culture meeting with diverse team collaborating effectively
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Collaborative environment. Flexible schedules. Free coffee. Happy hours. “Unlimited” paid time off.

Sound familiar? This is a generic list of workplace perks and benefits often found in job descriptions spanning multiple industries. Today, there is an increased amount of attention placed on company culture. But this term is a bit open to interpretation, and not every culture is created equal.

In fact, some of the aforementioned perks can be quite the opposite, depending on the types of employees and the nature of the work being performed.

Often, employee morale is still at a low, even with the so-called perks and benefits that the workplace offers. So what gives?

Sure, free coffee is great. Don’t get rid of that perk. But often those in positions of leadership fail to use perception and observation skills to get a true sense of morale among employees. This lack of attention to detail can be destructive for a business, as staff turnover is a problem that is difficult to overcome.

Observation and communication are easy to implement ways to take a closer look at the workplace culture and employee morale of a business. Through simple observation and open communication, any workplace can be improved, which leads to greater success and higher quality work.

Observe and Report

Observation is a powerful skill, and it’s one whose benefits are often underestimated. Every business is busy, and it can be difficult to set aside time for tasks that aren’t directly related to revenue-earning work.

But employee morale and the environment in which employees work should still be a priority to every leader. After all, engaged employees will be better performers and need less correction, which only serves to improve efficiency in the workplace.

Take a step back and simply observe the employees at work. Have conversations with them, openly and without judgment. Watch how they interact with each other.

What do you see? Do you see grumpy-looking small groups that seem to love to commiserate with one another? Do you see employees taking too much time to check their phones and social media platforms during working hours?

It’s easy to jump right into problem-solving mode, singling out employees who seem to be “troublemakers” or less productive than their counterparts. But don’t act impulsively. Remember, the task at hand here is simply to observe.

Ask and You Shall Receive

Simply observing employee interactions and then immediately trying to solve every issue that comes up isn’t always the answer. Instead, use this new information to then facilitate open and meaningful communication.

This can be done in several ways. Surveys are an informal way to gather feedback, and some employees may be more open given the more anonymous nature of such methods.

Small groups can also be utilized for facilitating conversation, as can one-on-one meetings. Be careful, however, not to invite an employee into a situation in which he or she may feel trepidation or fear retribution for communicating openly.

Instead, try to find ways to invite employees to speak freely, opening up a dialogue that can lead to improvements. After all, those in positions of leadership are not always privy to the more minute details of a more junior employee’s workday. Ask for this insight, rather than assuming to know already.

Company culture is a concept highly touted by many modern businesses who boast about casual attire and open offices. But appearances can be deceiving. A business that truly cares about employee engagement and morale will take a deeper look, a more observant one, and find ways to make improvements along the way.

Ronn Torossian

Written by

Ronn Torossian

Ronn Torossian is Founder and Chairman of 5W , the AI Communications Firm. He founded 5W in 2003 and built it into one of the largest independent public relations and digital marketing firms in the United States, with senior practitioners serving corporate communications , consumer brands , technology , financial services , health and wellness , beauty , gaming , crisis communications , and public affairs . Under his leadership, 5W defined AI Communications, building brand authority across ChatGPT , Claude , Perplexity , Gemini , and Google AI Overviews, alongside earned media, digital, GEO, and influencer channels. Industry Recognition 5W has been recognized as a top U.S. PR agency by O’Dwyer’s , Agency of the Year in the American Business Awards , Grand Stevie Most Honored PR Agency, a Ragan Top Place to Work in Communications 2026, Digiday WorkLife Employer of the Year, and a PRovoke Top 50 Global PR Agency. Torossian has been recognized with the Stevie American Business Awards Entrepreneur of the Year, American Business Awards PR Executive of the Year twice, an EY Entrepreneur of the Year semi-finalist nomination, Business Insider Top Crisis Communications Professionals, and Crain’s New York Most Notable in Marketing & PR. Research Franchise 5W’s research franchise has become an industry reference for measuring brand visibility inside AI-generated answers, including the AI Visibility Index Series , The GEO Reckoning , The Missing Rung Report, and the 5W AI Power User Study , which identified a 99-point AI favorability gap. Crisis Communications Torossian is one of the world’s foremost crisis communications experts. He has counseled blue chip companies, public company boards, founders, and public figures through ransomware incidents, data breaches, regulatory investigations, high-stakes litigation, activist investors, product recalls, and reputational crises. He has taught crisis communications at Harvard University . Media & Commentary Torossian appears on CNN and CNBC . He is a contributing columnist for Forbes and the New York Observer , his writing on AI communications and brand reputation is published on his personal site, and his commentary has appeared in the Wall Street Journal , Entrepreneur , Adweek , PRWeek , and O’Dwyer’s . Published Work Torossian is the author of For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations , now in its second edition and used in university and graduate communications programs. He continues that commentary on his own publishing platform , where he writes about reputation, crisis, and AI-mediated discovery. Owner and Publisher, Everything-PR Network Torossian is owner and publisher of the Everything-PR Network , an independent intelligence platform covering public relations, marketing, AI communications, and adjacent industries across 30 publications. Everything-PR is editorially independent from 5W, with published editorial standards and ethics standards . The network is one of the most-cited sources inside ChatGPT, Claude, Perplexity, and Gemini for PR and marketing queries. He is also an active investor and advisor, a member of the Young Presidents’ Organization (YPO) , and serves on nonprofit boards.

View all articles by Ronn Torossian

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