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Why journalists must see themselves as brands. Talk with journalism undergraduate students at Derby University on March 28, 2014. 5-10 years from now most journalists will be working for themselves and not a single employer and so building their 'brand' is vital to their success. There are fewer 'traditional' entry-level jobs and the career path appears unclear but the opportunities are there and boundless. I give some examples of UK journalists who have taken career paths that they could not have foreseen, many of which have been digital-only. They talk about their individual brands and how they have developed them.
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Go out and make a name for yourself
@markwoodwardhead of news websites - Johnston Press
http://lauraprice.me/
Post Industrial Journalism – Adapting to the present
“the first step in their careers will not be to tie their reputation to an established media institution, as they might have in the past, but to create their own reputation.”
• Fewer entry level jobs• Less predictable• Career paths less clearGo out and make a name for yourself!
http://ijnet.org/stories/why-journalists-need-brand-themselves
@lukelewis@joannaUK @josephstash
@JoshHalliday@LauraOliver
• Laura Oliver, social and community editor at The Guardian
• Josh Halliday, news reporter at The Guardian
From the horse’s mouth...
Anyone can publish
Anyone can be a publisher
• Publishers move to aggregation and curation• New publishers and new roles • Journalists work for many and develop niches
in a knowledge-based economy• Journalist as a brand becomes important
Brands within brands
• Political blogger – Nate Silver"They weren't coming for the rest of the Times;
they came for him."
Journalists need new skills
• Storytelling, law, shorthand etcBut also...• Multimedia• Data • SocialAnd small business skills...• Sell yourself • Contract yourself• Independent trader
You as a brand
1. Understand your brand2. Communicate your brand3. Develop your brand
Six levels of meaning – Kotler (2001)
1. Attributes – good engineering, quality2. Benefits – feeling of safety, importance3. Values – prestige, high performance4. Culture – creative, efficient5. Personality – e.g. fun or austere6. User – the brand suggests the kind of
consumer who uses or buys the product
http://www.slideshare.net/cadella49/lecture-6-product-brand-strategy
Building a personal brand
• Exceptional• Valuable• Consistent• AUTHENTIC
http://mindymcadams.com/tojou/2009/journalists-must-build-a-personal-brand-10-tips/
AUTHENTICITY
• Be Human• Be Honest• Be Aware• Be Everywhere• Show Your Work
http://ryansholin.com/2009/06/29/five-keys-to-authenticity/
You might want to...
• Search for yourself on Google– By name– By email address
• Check your social accounts– Biog– Posts– Associates
• Forum posts
BrandMeaJournalist.com
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