Branding is not about growing inequality but growing equality. In the old world there were a few big-name hotshot star journalists, and a lot of regular hacks pushing anonymous news. In future more and more journalists will be stars — some big stars shining all over, some smaller but maybe brighter stars twinkling to some important niche audience. And if a journalist has no twinkle whatsoever — then it’s time to find something else to do.
Saska Saarikoski, Brands, Stars and Regular Hacks — a changing relationship between news institutions and journalists (PDF).
Saarikoski, a former culture editor at Finland’s Helsingin Sanomat, conducted surveys and interviews with editors, publishers and reporters about the issues raised by the branding of journalists. The result is this recent report from the Reuters Institute for the Study of Journalism.
Whether an employer claims ownership of a social media account or not, they cannot ‘own’ the relationship between users and that account. And there will be as many relationships as users. Some passive; some collaborative; some neglected; some exploitative.
Personal branding is fundamentally about how to distinguish yourself from those with whom you share general characteristics. That is to say, your brand is your intrinsically unique set of qualities that give you value. If you want the people with whom you interact professionally to see your singular value, you first have to be aware of it yourself first.
Veteran journalists condemn digital journalists for marketing themselves bysuggesting that it compromises integrity.
Is this valid? Can journalism stand alone without personal branding or would it be streams of words without identity?
Jennifer Gaie Hellum, Brazen Life. "A Fight in the Journalism World Invites Questions About Personal Branding & Integrity"