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KipCamp Personal Branding for Journalists 2013

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These slides are part of a presentation by Robin J. Phillips at the 2013 Kiplinger Program in Public Affairs Journalism. The program offers short-term fellowships to help make better use of new online tools and channels. In short, the 5-day event is called KipCamp or #KipCamp.

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KipCamp Personal Branding for Journalists 2013

  1. 1. + Building your personal brand Robin J. Phillips, Digital Director, Reynolds Center for Business Journalism April 10, 2013
  2. 2. + What you will learn  How to identify what your brand is now.  Ways other journalists manage their online images.  How to get started: Identify your strengths, know your goals.  Understanding your personal brand promise.  Practical ways to take charge of your image online.
  3. 3. + 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?
  4. 4. + Robin J Phillips | About Me  @RobinJP | RobinJPhillips.com | Robin.Phillips@asu.edu  Digital Director, The Reynolds Center for Business Journalism  Former business editor @ BusinessWeek, Newsday, others  Co-founder, #wjchat, weekly online web journalism discussion  Co-founder of Perfect Moment Project  Journalism professor, Cronkite School, Arizona State University  Master‟s candidate, ASU
  5. 5. + 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 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. … we‟ll look at how some journalists handle their online image.
  6. 6. + Why branding now?  Historically, journalists‟ reputation were closely aligned with that of their employers.  The promotion of our work was left up to our 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.
  7. 7. + Why branding now?  Historically, journalists‟ reputation were closely aligned with that of their employers.  The promotion of our work was left up to our news It‟s not selling out organizations‟ marketing departments as part of the overall branding strategy.  That’s all changed. work In large part, reporters were comfortable letting the speak for itself.
  8. 8. + So what is branding?
  9. 9. + Differentiate yourself Commodity Brand
  10. 10. + 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.
  11. 11. + What is your personal brand1) If I brought up your name with people who are familiar with you and your work, what would be the first things likely to pop into their heads?2) If someone at work suggested including you on a project, what would come to mind for them? That is your brand
  12. 12. + Not just about being Googleable .. but that‟s some of it.
  13. 13. + First things first
  14. 14. + 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. … please be true!
  15. 15. + Ask your friends, mentors, even strangers.
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  22. 22. + Similar, but different (just add „er‟)
  23. 23. + Smartypants
  24. 24. + Private
  25. 25. + Personal and professional
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  28. 28. + Once more let‟s ask…
  29. 29. + 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 …  Xxxx
  30. 30. + Not a TASK promise
  31. 31. + Brand promise  What you stand for  What you offer  What people should expect from you
  32. 32. To be genuine, fun,+ 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 ofoptimism and uplift.
  33. 33. + 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 …  Xxxx
  34. 34. + Today‟s brand promise “I am not Coca Cola. I am a passionate journalist with a story to tell. And I begin with my own story.”
  35. 35. + Now 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  BUY YOUR DOMAIN NAME … today!
  36. 36. + 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
  37. 37. + Landgrab!
  38. 38. + Buy your domain name
  39. 39. + Congratulations
  40. 40. + Congratulations
  41. 41. + How others do it
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  46. 46. + Brand-a-palooza – social tools
  47. 47. + Portfolio sites – pulling it together
  48. 48. + Portfolio sites - Journalists
  49. 49. + 5 rules  Be diligent  Be consistent  Be relevant …. OK, 8 rules  Be interesting  Be simple  Be yourself  Be unique  Be focused Hat tip to Kristian Anderson + Associates | Brand You
  50. 50. + … back to first things first More resources: RobinJPhillips.com | contact: Robin.Phillips@asu.edu

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