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Go out and make a name for yourself as a journalist
- 1. Go out and make a name for yourself @markwoodward head of news websites - Johnston Press
- 5. Post Industrial Journalism – Adapting to the present “the first step in their careers will not be to tie their reputation to an established media institution, as they might have in the past, but to create their own reputation.” • Fewer entry level jobs • Less predictable • Career paths less clear Go out and make a name for yourself! http://ijnet.org/stories/why-journalists-need-brand-themselves
- 7. • Laura Oliver, social and community editor at The Guardian • Josh Halliday, news reporter at The Guardian From the horse’s mouth...
- 9. Anyone can be a publisher • Publishers move to aggregation and curation • New publishers and new roles • Journalists work for many and develop niches in a knowledge-based economy • Journalist as a brand becomes important
- 10. Brands within brands • Political blogger – Nate Silver "They weren't coming for the rest of the Times; they came for him."
- 11. Journalists need new skills • Storytelling, law, shorthand etc But also... • Multimedia • Data • Social And small business skills... • Sell yourself • Contract yourself • Independent trader
- 12. You as a brand 1. Understand your brand 2. Communicate your brand 3. Develop your brand
- 13. Six levels of meaning – Kotler (2001) 1. Attributes – good engineering, quality 2. Benefits – feeling of safety, importance 3. Values – prestige, high performance 4. Culture – creative, efficient 5. Personality – e.g. fun or austere 6. User – the brand suggests the kind of consumer who uses or buys the product http://www.slideshare.net/cadella49/lecture-6-product-brand-strategy
- 14. Building a personal brand • Exceptional • Valuable • Consistent • AUTHENTIC http://mindymcadams.com/tojou/2009/journalists-must-build-a-personal-brand-10-tips/
- 15. AUTHENTICITY • Be Human • Be Honest • Be Aware • Be Everywhere • Show Your Work http://ryansholin.com/2009/06/29/five-keys-to-authenticity/
- 16. You might want to... • Search for yourself on Google – By name – By email address • Check your social accounts – Biog – Posts – Associates • Forum posts
Editor's Notes
- The traditional journalism career path is less clear or available. Need to differentiate yourself from your cohort and other journalists
- In 5-10 years most journalists will be working for themselves and not for a single employer. They will be guns for hire
- Who owns their own name domain?Having a website that reflects your professional identity is your digital calling card. Your online presence should show who you are, your interests and background, and showcase your best professional work. Or to put it another way, your personal brand as a journalist.
- Having a website that reflects your professional identity is your digital calling card. Your online presence should show who you are, your interests and background, and showcase your best professional work. Or to put it another way, your personal brand as a journalist.
- Clay Shirky, Emily Bell and C.W. Anderson ‘Post Industrial Journalism – Adapting to the present’There are fewer entry-level jobs — the jobs that used to serve as unofficial proving grounds and apprenticeships — in metropolitan dailies and local TV than there used to be. Like film school graduates, they will have to go out into the world and create a name for themselves. It's a far less predictable environment and the career paths are less clear.http://ijnet.org/stories/why-journalists-need-brand-themselves
- Taken non-traditional career paths and have fast-tracked to influential media positions
- No need to own an expensive press any more. The economics of publishing have changed forever.individual journalists, funded by a mix of sources, offering expert coverage to many places.expert in a knowledge-based economy
- individual journalists, funded by a mix of sources, offering expert coverage to many places.expert in a knowledge-based economy
- Journalists as brands is nothing new.New York Times editor Jill Abramson says that half the people coming to the newspaper's website in the runup to the election were searching for Nate Silver, the political forecasting whiz who writes the blog FiveThirtyEight. Now set up the blog as a service on its own.Never too late. BBC’s economics editor Peston not known until he started breaking news on Twitter. Now a media name which opens opportunities for him
- individual journalists, funded by a mix of sources, offering expert coverage to many places.expert in a knowledge-based economy
- Attributes: A brand brings to mind certain attributes. Mercedes suggests expensive, well-built, well-engineered, durable, high-prestige automobiles.Benefits: Attributes must be translated into functional and emotional benefits. The attribute “durable” could translate into the functional benefit “I won’t have to buy another car for several years.” The attribute “expensive” translates into the emotional benefit “The car makes me feel important and admired.”Values: The brand also says something about the producer’s values. Mercedes stands for high performance, safety and prestige.Culture: The brand may represent a certain culture. organized, efficient, high quality.Personality: The brand can project a certain personality. Mercedes may suggest a no-nonsense [person, for example].User (Primary Target): The brand suggests the kind of consumer who buys or uses the product.
- http://mindymcadams.com/tojou/2009/journalists-must-build-a-personal-brand-10-tips/
- Sholin (2009) Five keys to authenticity
- A blog started by a j-school student about branding yourself as a journalist. Worth looking up
- Go and make a name for yourself