People don’t buy what you do, they buy why you’re doing it.
Getting started on your brand If you haven’t established a strong Web presence yet, it’s a great time to get started. So many tools are available now to make it easy to establish your digital brand and identity as journalist. In addition, there’s a community of helpful people on the Web to assist. The biggest challenges these days for building your digital brand and identity as a journalist is doing the work upfront to identify your brand attributes — the kind of journalism you want to be known for, your beat and niche as well as the audience for your niche.
Your brand is about what the audience thinks. WritesNick Bilton in his book, “I live in the future & here’s how it works”
“It’s an editors job to reduce what a readers brain has to wrestle with.”
That’s the work of your brand. It’s a short cut to the identity that you are co-creating with your audience.
A cautionary tale Andrew Sullivan is an early blogger, a former New Republic editor – who started his blog, the Dish in 2000. Because his brand as a political commentator had earned him a following at an existing platform, The New Republic, Sullivan’s persona was solidly established when the Dish was hosted by TIME, The Atlantic and finally, The Daily Beast.Continue reading Your digital brand 101 — identity as journalist
Chicago journalists, join me for a conversation about practical ways to move your journalism career online by building a personal brand and using the social Web.
The first step to getting found on the Web is knowing who you are and what you have to offer that is unique to you. These days, this expression of our identity, this knowing who you are, is called our “personal brand.” It’s basically how the world experiences us. Visit our event page on Facebook.
Here’s a link to a WTTW clip from March 2009. Yeah – it’s almost five years old. In it, I, Owen Youngman, the Knight chair at Medill, and Geoff Dougherty, then the founder of Chi-Town Daily News, discuss the future of news. Owen is still teaching at Medill and is busy doing what tenured professors do – teaching, researching and advancing knowledge in his area of expertise. It looks like Geoff is successfully pivoting into the world of science. His linked in says, “I’m a social epidemiologist and PhD student in epidemiology at Johns Hopkins, with research interests in neighborhood-level determinants of cardiovascular disease, systems- and agent-based modeling and application of GIS to public health questions.”
“What are today’s historic stories that we will look back on and say that we missed the real story or the importance of the story?”
Buttry cites Robert G. Kaiser’s story in the Washington Post Sunday: The Post nearly ignored Martin Luther King Jr.’s speech and his historic “I have a dream …” theme in its coverage of the march on Washington 50 years ago.
My answer to a big historic story we’re missing? The death of the public schools. Reporting is in the weeds on government subsidy of big money’s goal of replacing public schools with charters and schools run as for-profit businesses. A story here, a story there is lifting the veil on the role of big money — businesses like Pearson and philanthropies like the Broad Foundation — in “education reform.” There’s plenty of string to follow in the blogs of Diane Ravitch and countless others and articles like this one by Joanne Barkan that follows private philantropies involvment in K-12 education:
Hundreds of private philanthropies together spend almost $4 billion annually to support or transform K–12 education, most of it directed to schools that serve low-income children (only religious organizations receive more money). But three funders—the Bill and Melinda Gates Foundation, the Eli and Edythe Broad (rhymes with road) Foundation, and the Walton Family Foundation—working in sync, command the field.
And in this one by Lee Fang for The Nation, which is a good primer on the online learning industry:
“(Investment banker Michael) Moe ticked through the various reasons education is the next big “undercapitalized” sector of the economy, like healthcare in the 1990s, he also read through a list of notable venture investment firms that recently completed deals relating to the education-technology sector, including Sequoia and Benchmark Capital. Kleiner Perkins, a major venture capital firm and one of the first to back Amazon.com and Google, is now investing in education technology, Moe noted.
Like the subprime mortgage/Wall Street CDO scam, this Big Money story is complicated, serpentine systemic effort that could use an army of full-time reporters working it.
The big question for me is: Where’s the public dialogue? While cutbacks in schools nationwide send parents and teachers onto the streets to protest, our politicians and public officials are mum on the big picture of how they are working with big money on education reform.
It’s big stories like these that are so expensive to follow and to report that we are missing and will continue to miss until we find a way to pay more reporters a living wage telling the stories that are at the core of our Democracy. It won’t be historic until we look back and say, “Gee! Where did the public schools go?”