Dig the new breed
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Transcript of Dig the new breed
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Go out and make a name for yourself
@markwoodwardhead of news websites - Johnston Press
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http://lauraprice.me/
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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 clearGo out and make a name for yourself!
http://ijnet.org/stories/why-journalists-need-brand-themselves
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@lukelewis@joannaUK @josephstash
@JoshHalliday@LauraOliver
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• Laura Oliver, social and community editor at The Guardian
• Josh Halliday, news reporter at The Guardian
From the horse’s mouth...
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Anyone can publish
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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
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Brands within brands
• Political blogger – Nate Silver"They weren't coming for the rest of the Times;
they came for him."
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Journalists need new skills
• Storytelling, law, shorthand etcBut also...• Multimedia• Data • SocialAnd small business skills...• Sell yourself • Contract yourself• Independent trader
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You as a brand
1. Understand your brand2. Communicate your brand3. Develop your brand
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Six levels of meaning – Kotler (2001)
1. Attributes – good engineering, quality2. Benefits – feeling of safety, importance3. Values – prestige, high performance4. Culture – creative, efficient5. Personality – e.g. fun or austere6. User – the brand suggests the kind of
consumer who uses or buys the product
http://www.slideshare.net/cadella49/lecture-6-product-brand-strategy
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Building a personal brand
• Exceptional• Valuable• Consistent• AUTHENTIC
http://mindymcadams.com/tojou/2009/journalists-must-build-a-personal-brand-10-tips/
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AUTHENTICITY
• Be Human• Be Honest• Be Aware• Be Everywhere• Show Your Work
http://ryansholin.com/2009/06/29/five-keys-to-authenticity/
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You might want to...
• Search for yourself on Google– By name– By email address
• Check your social accounts– Biog– Posts– Associates
• Forum posts
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BrandMeaJournalist.com
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