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Creating your brand: For Journalists

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This presentation was created for KipCamp, Ohio State's Kiplinger Digital Media Summit in November 2012. It is similar to sessions I've given before, but this one is updated and spells out branding for journalists even more clearly.

Here are a few more resources about personal branding and KipCamp: http://bit.ly/RobinJPKipCamp

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Creating your brand: For Journalists

  1. 1. +Creating your brandKipCamp Social Media Summit, Nov. 13-14, 2012 Robin J. Phillips, Digital Director, Reynolds Center for Business Journalism
  2. 2. + 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?
  3. 3. + Robin J Phillips | About Me  @RobinJP | RobinJPhillips.com  Digital Director, The Reynolds Center for Business Journalism  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
  4. 4. + 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.  … and we’ll look at how some journalists handle their online image.
  5. 5. + Why branding now?  Historically, journalists’ reputations 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.
  6. 6. + Why branding now?  Historically, journalists’ reputations 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.
  7. 7. + So what is branding?
  8. 8. + Differentiate yourself Commodity Brand
  9. 9. + Personal brand = relationship Personal brand is a collection of perceptions someone else has describing 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.
  10. 10. + Not just about being Googleable .. but that’s some of it.
  11. 11. + First things first
  12. 12. + 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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  19. 19. + Once more let’s ask…
  20. 20. + 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
  21. 21. + Not a TASK promise
  22. 22. + Brand promise  What you stand for  What you offer  What people should expect from you
  23. 23. 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.
  24. 24. + 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
  25. 25. + So 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!
  26. 26. + 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
  27. 27. + Landgrab!
  28. 28. + Buy your domain name
  29. 29. + How others do it
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  34. 34. + Brand-a-palooza
  35. 35. + 5 rules  Be diligent  Be consistent  Be relevant …. OK, 8 rules  Be interesting  Be simple  Be yourself  Be unique  Be focused Thanks to Kristian Andersen + Associates / Brand You
  36. 36. + … back to first things first

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