Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Journalist branding - Kiplinger

2,591 views

Published on

This presentation on Journalists' Personal Branding was created for the Kiplinger Program at Ohio State University in April 2012.

Published in: Business, Technology
  • Be the first to like this

Journalist branding - Kiplinger

  1. 1. + Creating your brand Robin J. Phillips, Managing Editor, 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  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
  4. 4. + 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.
  5. 5. + 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 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. That’s all changed.
  6. 6. + So what is branding?
  7. 7. + Not just about being Googleable .. but that’s some of it.
  8. 8. + First things first
  9. 9. + 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.
  10. 10. +
  11. 11. +
  12. 12. +
  13. 13. +
  14. 14. +
  15. 15. + 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
  16. 16. + Task promise
  17. 17. + Brand promise  What you stand for  What you offer  What people should expect from you
  18. 18. 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.
  19. 19. + 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
  20. 20. + 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
  21. 21. + Landgrab!
  22. 22. + Buy your domain name
  23. 23. + How others do it
  24. 24. +
  25. 25. +
  26. 26. +
  27. 27. +
  28. 28. +
  29. 29. +
  30. 30. + Not web, not Twitter, not FB
  31. 31. + … back to first things first
  32. 32. + Decide for yourself. Be that.

×