Creating YOUR Journalism Brand
Staci Baird aka @girljournalist
Workshop AgendaWhat the heck is branding?Getting startedBrand you exercise Writing your bioPromoting yourself (even when you aren’t job hunting), toolsa. LinkedInb. Twitterc. Facebookd. Pintereste. Scribd, Slideshare, etc.Hot jobs today (and for the future), what skills do you need to demonstrate?Q&AFeedback/evaluations
Products are created in the factory.
Brands are created in the mind.
Walter Landor, founder, Landor Associates
What the heck is branding?
It's all about...
Perception
Your personal brand is...
Is your identity.Differentiation is imperative!
The best brand identities are
● Memorable● Authentic● Meaningful● Differentiated● Sustainable● Flexible
Designing Brand Identity, Alina Wheeler
What to ask
● Who am I?● Who needs to know?● Why do they need to know?● How will they find out about me?● How do I want them to respond?
David Folkenflik, NPR
Traditional journalistEmbraced social media
"organizations need to allow journalist to have an authentic voice on social media, but individual journalist also need to take responsibility for what they say publicly."
Branded journalists battle newsroom regulations, Poynter
John Berman, CNN
Check out my list of journalists on Twitter:https://twitter.com/i/#!/girljournalist/journalists/members
Brand YOU exerciseHandout - Circle the words that describe you.
Adapted from How to Describe Yourself - Words for Positive & Effective Qualities: http://susana-s.hubpages.com/hub/how-to-describe-yourself
Brand YOU exercise
Write 2-3 sentences summarizing who you are.Make the sentences into headlines.
Example: Expert in content management & strategyCross-platform zealotAvid user and champion of social media
Brand YOU exercise
What's your call to action?
Examples:Available for workshops, public speaking and consulting.
Email me [email protected]
Follow me on Twitter @girljournalist
Now what?
● Keep a list of the words you feel describe you and/or your work.
● Put the keywords into sentences.● After every sentence, provide 1-2 examples
from past work/personal experiences. The examples should demonstrate how you exemplify the keyword.
● Leverage these keywords and sentences into cover letters, e-mails, resumes, etc.
You need at least 2 bios
1. Short2. Medium
Short bio
Good for● Twitter● Facebook● Blog● E-mail signature
Short bio example
I live in San Francisco with my husband and our dog Cody aka "Monster." I'm the Internet and Social Media Strategist for the Stanford University School of Engineering and a media consultant. My hubby is an instrument-rated private pilot and a software engineer. He works for ForeFlight. Dog is currently unemployed.
313 characters
Medium bio
Good for● LinkedIn● Blog● Speaking engagements● E-mail introductions
Medium bio example
Your photo
● Don't leave it out.● Be professional.● Make it a headshot. (No full body shots!)● If your look changes, update your photo.
Keep it simple & authentic
Tips
Think before you Tweet.● What would grandma say? ● What would your current/future boss think?Have something to say.● Know everything there is to know about your
industry.● Stand for something.Let your actions speak louder than words.
Being aware of your own brand–what you have to offer & your value to others–is vitally important to keep ahead of the game.” ~David Royston-Lee, Brand You
Where do I need to be?
Depends on:● Your skills/career path● Your target audience● Your current goal
ButEveryone should be on LinkedIn.
source: http://www.searchenginejournal.com/the-growth-of-social-media-an-infographic/32788
24/7, 365
Promote yourself, even when you're not job hunting.● LinkedIn (not optional)
● Twitter● Facebook● Pinterest● YouTube● Scribd
● Slideshare● Your own blog (portfolio)
Examples
Roman Mars - 99% Invisible (Tumblr)http://99percentinvisible.org/
Nina Frazier (Pinterest)http://pinterest.com/9millinina/
Barney Stinson (video)http://barneysvideoresume.com/
Hot jobs for the future (now)
● Community Manager● Data Editor● Social Strategist● Web Savvy Photojournalist● Multimedia Designer● Online Producer
Editors must understand social media and know how to curator content.
What skills do you need?
● Google skills● Adaptability● Willingness Desire to learn● Relationship skills● Organizational comm skills (virtual teams)
Resources
http://deniseleeyohn.com/bites/2011/09/06/lessons-from-lady-gaga/
http://www.poynter.org/how-tos/digital-strategies/163019/branded-journalists-battle-newsroom-regulations/
http://girljournalist.com/how-to-createreviseupdate-your-personal-brand