Personal Branding for Journalists

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
Web Managing Editor, The Reynolds Center for Business Journalism

What you’ll learn today
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.

So what is branding?

Not just about being Googleable
.. but that’s some of it.

First things first

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

Let’s get started
Create a website – simple WordPress is just fine
Begin blogging – start here
Take a daily photo, film a daily video
Subscribe to blogs, comment when you have something to say
Use your name or a consistent alias
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!

BryScottD.com

How others do it

Not web, not Twitter, not FB

… back to first things first

Decide for yourself. Be that.

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Personal Branding for Journalists

by Robin J Phillips

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