Ten Organizational Design Models to align structure and operations to busines...
Journalist branding - Kiplinger
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Creating your brand
Robin J. Phillips, Managing Editor,
Reynolds Center for Business
Journalism
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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?
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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
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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.
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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.
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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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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
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Brand promise
What you stand for
What you offer
What people should expect from you
18. To be genuine, fun,
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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 of
optimism and uplift.
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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
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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
And on Branding - the job I’ve got now. 7 people came to me and said…
Branding is not selling out
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.
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.
OK think of me as a stranger..
Built on a foundation she began at J-School at Cronkite, ASU.
But not just younger journalists are doing this well.