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ROBIN J. PHILLIPS 
DIGITAL DIRECTOR
1. How to identify what your brand is now. 
2. Ways other journalists manage their online images. 
3. How to get started: ...
WHO YOU KIDDIN’? 
Do people really talk like that? 
Is this just a buzz phrase? 
Isn’t branding just marketing? 
I am shy....
@RobinJP | RobinJPhillips.com 
Digital Director, The Reynolds Center for Business Journalism 
Creator SkinneePix app | Co-...
• People have an image of you … whether you like it or not. 
• It’s important for you to know who you are. 
• Journalists ...
Historically, journalists’ reputations were closely aligned with that of 
their employers. 
The promotion of our work was ...
Historically, journalists’ reputations were closely aligned with that of 
their employers. 
The promotion of our work was ...
FORMER PLAIN DEALER STAFFERS 
Margaret Bernstein 
“I am now a self-employed consultant, 
and my ‘call to action’ style has...
SO WHAT IS BRANDING? 
@RobinJP
DIFFERENTIATE YOURSELF 
Brand 
Commodity 
@RobinJP
BEDAZZLE YOURSELF 
Brand 
Commodity 
@RobinJP
Personal brand is a collection of perceptions 
someone else has which describes the 
experience of having a relationship w...
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 thi...
Ask your friends, mentors, 
even strangers. 
@RobinJP
@RobinJP AND IMITATE.
FIND PEOPLE WITH A STRONG BRAND 
@RobinJP AND STUDY THEM.
@RobinJP BE A GENTLE STALKER
@RobinJP OPEN UP YOUR WORLD
@RobinJP
@RobinJP
@RobinJP
@RobinJP
@RobinJP
@RobinJP
@RobinJP
@RobinJP
@RobinJP
TALE OF TWO CRITICS 
@RobinJP
@RobinJP
@RobinJP
ONE MORE TIME, LET’S ASK… 
@RobinJP
If you … 
§ Hire me 
§ Read my story 
§ Watch my newscast 
§ Buy my photos 
§ Follow me on Twitter 
§ You will get …...
BRAND PROMISE 
What you stand for 
What you offer 
What people should expect from you 
@RobinJP Thanks to
Create a website – simple WordPress is just fine 
Begin blogging 
Take a daily photo, film a daily video 
Subscribe to blo...
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 
…. OK, 8 rules 
n Be simple 
n Be unique ...
… 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
@RobinJP
@RobinJP
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Personal Branding | Excellence in Journalism 2014

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Personal Branding | Excellence in Journalism 2014

These slides are part of my presentation at EIJ14, an annual convention in Nashville for two journalism organizations - SPJ and RTDNA. I focus on the benefits of being mindful in your approach to your own personal branding and in how you present yourself online.

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Personal Branding | Excellence in Journalism 2014

  1. 1. ROBIN J. PHILLIPS DIGITAL DIRECTOR
  2. 2. 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!?! WHAT YOU WILL LEARN @RobinJP
  3. 3. 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 @RobinJP we trust you?
  4. 4. @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 ROBIN J. PHILLIPS | ABOUT ME @RobinJP
  5. 5. • 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 KEY POINTS ABOUT PERSONAL BRANDING long time. • It’s fun. It’s not that hard. And you’re branding yourself anyway. @RobinJP
  6. 6. 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 WHY BRANDING NOW? itself. It’s not selling out @RobinJP
  7. 7. 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 WHY BRANDING NOW? itself. It’s not selling out That’s all change d. @RobinJP
  8. 8. 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 @RobinJP Thanks to
  9. 9. SO WHAT IS BRANDING? @RobinJP
  10. 10. DIFFERENTIATE YOURSELF Brand Commodity @RobinJP
  11. 11. BEDAZZLE YOURSELF Brand Commodity @RobinJP
  12. 12. 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. PERSONAL BRAND = RELATIONSHIP @RobinJP
  13. 13. NOT JUST ABOUT BEING GOOGLEABLE @RobinJP
  14. 14. FIRST THINGS FIRST @RobinJP
  15. 15. 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
  16. 16. Ask your friends, mentors, even strangers. @RobinJP
  17. 17. @RobinJP AND IMITATE.
  18. 18. FIND PEOPLE WITH A STRONG BRAND @RobinJP AND STUDY THEM.
  19. 19. @RobinJP BE A GENTLE STALKER
  20. 20. @RobinJP OPEN UP YOUR WORLD
  21. 21. @RobinJP
  22. 22. @RobinJP
  23. 23. @RobinJP
  24. 24. @RobinJP
  25. 25. @RobinJP
  26. 26. @RobinJP
  27. 27. @RobinJP
  28. 28. @RobinJP
  29. 29. @RobinJP
  30. 30. TALE OF TWO CRITICS @RobinJP
  31. 31. @RobinJP
  32. 32. @RobinJP
  33. 33. ONE MORE TIME, LET’S ASK… @RobinJP
  34. 34. If you … § Hire me § Read my story § Watch my newscast § Buy my photos § Follow me on Twitter § You will get … WHAT IS YOUR BRAND PROMISE? @RobinJP
  35. 35. BRAND PROMISE What you stand for What you offer What people should expect from you @RobinJP Thanks to
  36. 36. 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! SO LET’S GET STARTED @RobinJP
  37. 37. LANDGRAB! @RobinJP
  38. 38. BUY YOUR DOMAIN NAME Register NOW! For about $12. Own YOUR name. @RobinJP
  39. 39. BRAND-A-PALOOZA @RobinJP
  40. 40. 5 RULES Be diligent Be consistent Be relevant Be interesting Be yourself …. OK, 8 rules n Be simple n Be unique n Be focused @RobinJP Thanks to
  41. 41. … DON’T FORGET TO KEEP ASKING @RobinJP
  42. 42. DON’T LEAVE EARLY @RobinJP
  43. 43. STICKS AROUND FOR-EVER! @RobinJP
  44. 44. TWEETING TOO HARD @RobinJP
  45. 45. TWITTER’S DAD @RobinJP
  46. 46. @RobinJP
  47. 47. @RobinJP

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