personal branding | excellence in journalism 2014

ROBIN J . PHILL IPS D I G I TA L D I R E C TO R

WHAT YOU WILL LEARN

1.  How to identify what your brand is now.

2.   Ways other journalists manage their online images.

3.   How to get started: Identify your strengths, know your goals.

4.   Understanding your personal brand promise.

5.   Practical ways to take charge of your image online.

6.   And why in the world is this even important!?!

@RobinJP

WHO YOU KIDDIN’?

Do people really talk like that? Is this just a buzz phrase? Isn’t branding just marketing? I am shy. Focusing on branding kinda feels like selling out.

… and, besides, why should we trust you? @RobinJP

ROBIN J. PHILLIPS | ABOUT ME

@RobinJP | RobinJPhillips.com

Digital Director, The Reynolds Center for Business Journalism

Creator SkinneePix app | Co-founder Pretty Smart Women

Co-founder, #wjchat, weekly online web journalism discussion

Co-founder of Perfect Moment Project

Former business editor @ BusinessWeek, Newsday, others

Journalism professor, Cronkite School, ASU

Master’s, ASU focusing on online communities

@RobinJP

KEY POINTS ABOUT PERSONAL BRANDING

•  People have an image of you … whether you like it or not.

•  It’s important for you to know who you are.

•  Journalists have great skills and tools to help 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.

•  It’s fun. It’s not that hard. And you’re branding yourself anyway.

@RobinJP

WHY BRANDING NOW?

Historically, journalists’ reputations were closely aligned with that of their employers.

The promotion of our work was left up to our news organizations’ marketing departments as part of the overall branding strategy.

In large part, reporters were comfortable letting the work speak for itself.

It’s not selling out

@RobinJP

WHY BRANDING NOW?

Historically, journalists’ reputations were closely aligned with that of their employers.

The promotion of our work was left up to our news organizations’ marketing departments as part of the overall branding strategy.

In large part, reporters were comfortable letting the work speak for itself.

It’s not selling out

That’s all changed.

@RobinJP

FORMER PLAIN DEALER STAFFERS

Margaret Bernstein

“I am now a self-employed consultant, and my ‘call to action’ style has become my brand.”

Regina Brett “My first book, God Never Blinks: 50

Lessons for Life’s Little Detours, was a New York Times bestseller and is in 26 countries.”

John Horton “I was going to bet on what they

were doing, or I was going to bet on my ability to transition into another career.”

Peggy Turbett “If someone asked me to

lunch or dinner, I went. Invited to join a local professional women’s group – I did.”

ONE YEAR LATER

Thanks to @RobinJP

SO WHAT IS BRANDING? @RobinJP

DIFFERENTIATE YOURSELF

Brand Commodity

@RobinJP

BEDAZZLE YOURSELF

Brand

Commodity

@RobinJP

PERSONAL BRAND = RELATIONSHIP

Personal brand is a collection of perceptions someone else has which describes the experience of having a relationship with you.

If you are not branding yourself, you can be sure others are doing it for you. You might as well grab hold of the wheel and drive.

@RobinJP

NOT JUST ABOUT BEING GOOGLEABLE

@RobinJP

FIRST THINGS FIRST

@RobinJP

TO THINE OWN SELF…

Branding is knowing yourself. Knowing your talents and skills. Knowing your goals. And knowing this is all flexible. Once you know yourself, you can define your brand.

@RobinJP

Ask your friends, mentors, even strangers.

@RobinJP

AND IMITATE. @RobinJP

FIND PEOPLE WITH A STRONG BRAND AND STUDY THEM. @RobinJP

BE A GENTLE STALKER @RobinJP

OPEN UP YOUR WORLD @RobinJP

@RobinJP

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TALE OF TWO CRITICS

@RobinJP

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ONE MORE TIME, LET’S ASK…

@RobinJP

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 …

@RobinJP

BRAND PROMISE What you stand for What you offer What people should expect from you

Thanks to @RobinJP

SO 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 real name or a consistent username Blog responsibly – write, edit, publish, shoot photos BUY YOUR DOMAIN NAME … today!

@RobinJP

LANDGRAB!

@RobinJP

BUY YOUR DOMAIN NAME

Register NOW!

For about $12.

Own YOUR name. @RobinJP

BRAND-A-PALOOZA @RobinJP

5 RULES Be diligent Be consistent Be relevant Be interesting Be yourself

n  Be simple

n  Be unique

n  Be focused

…. OK, 8 rules

Thanks to @RobinJP

… DON’T FORGET TO KEEP ASKING

@RobinJP

DON’T LEAVE EARLY @RobinJP

STICKS AROUND FOR-EVER!

@RobinJP

TWEETING TOO HARD

@RobinJP

TWITTER’S DAD

@RobinJP

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@RobinJP