Reporters as Brand Managers


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News reporters as brand managers and information curators from's Dennis Hetzel at the Enquirer Media News 2.0 Forum with Cincinnati Social Media and Cincinnati Society of Professional Journalists.

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Reporters as Brand Managers

  1. 1. Brand: to impress indelibly: The plane crash was branded on her mind. Dennis Hetzel / Enquirer Media
  2. 3. Imagine a blog and Tweets from “WoodStein” This is called a typewriter, by the way.
  3. 4. Illustration by Twitter 2.0 clue: In a world of unlimited info , sorting & filtering are increasingly valuable pieces of the value chain. from Social Media Insider (via Twitter)
  4. 8. <ul><li>Identify key topics where you must be the first stop. High strategic imperative. </li></ul><ul><li>Identify key topics where you want to be the first stop. High strategic advantage. </li></ul>
  5. 9. <ul><li>Reporter/topic managers move content from small bursts to wider information bursts. </li></ul><ul><li>They are ‘content-agnostic’ … whatever it takes to be ‘first stop.’ </li></ul><ul><li>They are ‘format-agnostic’ … using tools that best convey the information. </li></ul><ul><li>They are adept at managing interaction – and taking maximum advantage of it. </li></ul>So, what are these reporters doing?
  6. 10. The reporter’s content is being supplemented, linked, enriched and transformed by audience interaction throughout the process. And it’s happening on multiple platforms. And what is the audience doing?
  7. 11. <ul><li>Tie data to key topics. </li></ul><ul><li>Use topical expertise to build overall audience </li></ul><ul><li>Sell specific topics of high interest to advertisers and sponsors. </li></ul><ul><li>Tie topics to strategic partnerships. </li></ul>So, the publisher just might ask, where’s the money?
  8. 12. We used to be like classical conductors. We had rights to the music. Everyone followed our baton.
  9. 13. Now, it’s more like sketching out the themes of an improv jazz composition…. … and the audience is part of the performance.