KipCamp Personal Branding for Journalists 2013

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These slides are part of a presentation by Robin J. Phillips at the 2013 Kiplinger Program in Public Affairs Journalism. The program offers short-term fellowships to help make better use of new …

These slides are part of a presentation by Robin J. Phillips at the 2013 Kiplinger Program in Public Affairs Journalism. The program offers short-term fellowships to help make better use of new online tools and channels. In short, the 5-day event is called KipCamp or #KipCamp.

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  • 1 Creating your Brand
  • 2 What you will learn
  • 3 Branding can sound cheesy. Let’s call it reputation, personal promise, identity, In 2012 1,850 newspaper newsroom jobs were eliminated. You can bet it was easier for those who had been paying attention to their brands to land on their feet.
  • 4 And on Branding - Here’s me. Well, some of me. the job I’ve got now. 7 people came to me and said… have you seen that job at the Reynolds Center. Sounds just like you.
  • 5 Technology allows us to take control of our image online. Webs, blogs, social media, resume sites like LinkedIn. We can help people understand who we are. We can help people find us.
  • 6 Branding is not selling out - if sources returned your call because you worked for The New York Times, that wasn’t YOUR brand was it.
  • 7 Branding is not selling out
  • 8 OK, ok, I care,so what is this brandings stuff?
  • 9 Branding, among other things, is about differentiation. Position yourself to stand out. Don’t be generic. Are you a journalist from Pennsylvania? Or are you that reporter who exposed Jerry Sandusky?
  • 10 It’s about relationships.
  • 11 What do people think of you?
  • 12 Online brand is also about … It’s also being credible, consistent, being true to yourself. And making sure that the message you hope to send about who you are is the one people are actually picking up. Branding is also about making connections and showcasing your work.
  • 13 To be true to yourself, consistent, you need to understand who you are.
  • 14 Branding is knowing yourself. Know yourself. Know your talents and skills.Know your goals. Once you know your authentic self, you can define your brand
  • 15 What do they think your strengths are? What are your weaknesses? What do they think your brand is? Is what you think of yourself the same as what others think of you? Ask someone you trust.
  • 17 blogging about KipCamp where she is and where she’s been
  • LinkedIn headlines, we’re connected.
  • 19 Lots of bylines from big name paper. Muckrack,linkedin, twitter, active on web. Black and white and red all over. Not personal
  • Stories ABOUT Frances Robles are higher up than some of the work she’s done.
  • 16 Cleveland Plain Dealer OK, so I’m a stranger. Concerted effort to give people a consistent image of herself. Link to website. Book. Specialization. Great image, professional. Authoritative.
  • DATES.Washington Monthly story comes up high from 2007. business. Strong image could be overwhelming to personal brand image.
  • 20 Two very different styles. How do you present yourself? How do you differentiate yourself?
  • 21 How you present yourself has to do with interactions. Smartypants, not smart aleck.
  • 22 Unusual for a journalist to be private. Very chatty, interacts with closed group.
  • 23 Mix of personal and professional in local market in Texas.
  • 24 Lots of places to build / manage your brand. Pinterest, Facebook, Twitter, your own websites. Keep profiles up to date.
  • Review your bios and contact into regularly.
  • 25 What are your goals? What do you value? What are you passionate about? What motivates you? What makes you remarkable?
  • 26 What makes you unique? What should people expect from you?
  • 27 Spelling every word right is a given. Brand promise is not about the job. It’s about the qualities that you possess that people can rely on.
  • 28 What you are passionate about. What makes you remarkable. But mostly what can people expect to receive from you.
  • 29 Let’s do our own.
  • 30 It’s not easy. It takes time to think about what is your vision? Your purpose? Your values, passions? You goals? What attributes do you bring to the table that make you distinct? What are your core strengths? So much of how journalists have defined themselves have been about journalistic values. But there’s more to you than that.
  • 37
  • 38 You’re all Type-As so you have this all going on. Be consistent across the platforms. Be an early adapter, early dropper. Try, practice, see what works best for you, your organization. Find your personal content.
  • 39 Make a landgrab
  • 40 Usernamecheck – 20 sites | namechk.com 160 sites | checkusernames.com |
  • 41 Go get them NOW!
  • 41 Go get them NOW!Henrick – hope that’s yours. Pameldaweintraub – congratulations. That’s yours.
  • 41 Go get them NOW!Henrick – hope that’s yours. Pameldaweintraub – congratulations. That’s yours.
  • 42 No question what Benet stands for
  • 43 Built on a foundation she began at J-School at Cronkite, ASU.
  • 44 But not just younger journalists are doing this well.
  • 45 Techie person, techie personal blog.
  • 46 Blog is a MAC blog
  • 47
  • http://www.wix.com/htmlsites/photography-website |
  • 49
  • 50 This is the main thing. Remember that if you aren’t branding yourself, someone else is. And get in touch with your wonderfulness. What makes you remarkable? What do you have that distinguishes you from all the other journalists with similar skills, experience? Personal brands allow an individual to differentiate themselves by consistently articulating their unique value proposition.

Transcript

  • 1. + Building your personal brand Robin J. Phillips, Digital Director, Reynolds Center for Business Journalism April 10, 2013
  • 2. + What you will learn  How to identify what your brand is now.  Ways other journalists manage their online images.  How to get started: Identify your strengths, know your goals.  Understanding your personal brand promise.  Practical ways to take charge of your image online.
  • 3. + 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?
  • 4. + Robin J Phillips | About Me  @RobinJP | RobinJPhillips.com | Robin.Phillips@asu.edu  Digital Director, The Reynolds Center for Business Journalism  Former business editor @ BusinessWeek, Newsday, others  Co-founder, #wjchat, weekly online web journalism discussion  Co-founder of Perfect Moment Project  Journalism professor, Cronkite School, Arizona State University  Master‟s candidate, ASU
  • 5. + Key points about personal branding 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. … we‟ll look at how some journalists handle their online image.
  • 6. + Why branding now?  Historically, journalists‟ reputation were closely aligned with that of their employers.  The promotion of our work was left up to our news It‟s not selling out organizations‟ marketing departments as part of the overall branding strategy.  In large part, reporters were comfortable letting the work speak for itself.
  • 7. + Why branding now?  Historically, journalists‟ reputation were closely aligned with that of their employers.  The promotion of our work was left up to our news It‟s not selling out organizations‟ marketing departments as part of the overall branding strategy.  That’s all changed. work In large part, reporters were comfortable letting the speak for itself.
  • 8. + So what is branding?
  • 9. + Differentiate yourself Commodity Brand
  • 10. + Personal brand = relationship Personal brand is a collection of perceptions someone else has which describes the experience of having a relationship with you. If you are not branding yourself, you can be sure others are doing it for you. You might as well grab hold of the wheel and drive.
  • 11. + What is your personal brand1) If I brought up your name with people who are familiar with you and your work, what would be the first things likely to pop into their heads?2) If someone at work suggested including you on a project, what would come to mind for them? That is your brand
  • 12. + Not just about being Googleable .. but that‟s some of it.
  • 13. + First things first
  • 14. + 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. … please be true!
  • 15. + Ask your friends, mentors, even strangers.
  • 16. +
  • 17. +
  • 18. +
  • 19. +
  • 20. +
  • 21. +
  • 22. + Similar, but different (just add „er‟)
  • 23. + Smartypants
  • 24. + Private
  • 25. + Personal and professional
  • 26. +
  • 27. +
  • 28. + Once more let‟s ask…
  • 29. + 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 …  Xxxx
  • 30. + Not a TASK promise
  • 31. + Brand promise  What you stand for  What you offer  What people should expect from you
  • 32. To be genuine, fun,+ Brand contemporary, and different in everything we promise do at a reasonable price. To be the premier sports and entertainment brand that brings people together, connecting them socially and emotionally like no other.To inspire moments ofoptimism and uplift.
  • 33. + 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 …  Xxxx
  • 34. + Today‟s brand promise “I am not Coca Cola. I am a passionate journalist with a story to tell. And I begin with my own story.”
  • 35. + Now 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  BUY YOUR DOMAIN NAME … today!
  • 36. + 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
  • 37. + Landgrab!
  • 38. + Buy your domain name
  • 39. + Congratulations
  • 40. + Congratulations
  • 41. + How others do it
  • 42. +
  • 43. +
  • 44. +
  • 45. +
  • 46. + Brand-a-palooza – social tools
  • 47. + Portfolio sites – pulling it together
  • 48. + Portfolio sites - Journalists
  • 49. + 5 rules  Be diligent  Be consistent  Be relevant …. OK, 8 rules  Be interesting  Be simple  Be yourself  Be unique  Be focused Hat tip to Kristian Anderson + Associates | Brand You
  • 50. + … back to first things first More resources: RobinJPhillips.com | contact: Robin.Phillips@asu.edu