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This presentation on Journalists' Personal Branding was created for the Kiplinger Program at Ohio State University in April 2012.
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Creating your brand
Robin J. Phillips, Managing Editor, Reynolds Center for Business Journalism
+Creating your brand
Do people really talk like that?
Is this just a buzz phrase?
Isn’t branding just marketing?
I am shy.
Isn’t branding just selling out?
… and why should you trust me?
+Robin J Phillips | About Me
25 years in the news game
Experience in print, magazines, wire services, online
Community news manager, azcentral.com
Deputy business editor, Newsday, The Arizona Republic
Small Business Editor, BusinessWeek Online
Business Editor, The Record of Hackensack (N.J.)
Co-founder, #wjchat, weekly online web journalism discussion
Co-founder of Perfect Moment Project
Digital Director, The Reynolds Center for Business Journalism
+What we’ll talk about
People have an image of you … whether you like it or not.
It’s important for you to know who you are.
Journalists need to take control of their image.
Your brand can be as simple as You Being You… online.
Your brand or how you live your life online, good and bad, stays around a long time.
… and we’ll look at how some journalists handle their online image.
+Why branding now?
Historically, journalists’ reputation were closely aligned with that of their employers.
The promotion of their work was left up to their news organizations’ marketing departments as part of the overall branding strategy.
In large part, reporters were comfortable letting the work speak for itself. That’s all changed.
It’s not se
lling
out
+So what is branding?
+Not just about being Googleable
.. but that’s some of it.
+First things first
+To thine own self…
Branding is knowing yourself.
Know your talents and skills.
Know your goals.
And knowing this is all flexible.
Once you know yourself, you can define your brand.
Ask your friends, mentors, strangers.
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+What is your brand promise?
If you … Hire me Read my story Watch my newscast Buy my photos Follow me on Twitter
You will get … XXX XXX XXX
+Task promise
+Brand promise
What you stand for
What you offer
What people should expect from you
+Brand promise
To inspire moments of optimism and uplift.
To be the premier sports and entertainment brand that brings people together, connecting them socially and emotionally like no other.
To be genuine, fun, contemporary, and different in everything we do at a reasonable price.
+Let’s get started
Create a website – simple WordPress is just fine
Begin blogging
Take a daily photo, film a daily video
Subscribe to blogs, comment when you have something to say
Use your name or a consistent username
Blog responsibly – write, edit, publish, shoot photos
+Do you own your URL? Username?
Use your name
Everything should be your name
If you can’t get your name, use a derivative of your name
+Landgrab!
+Buy your domain name
+How others do it
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+Not web, not Twitter, not FB
+… back to first things first
+Decide for yourself. Be that.