Branding Among Journalists
Retweets • Journalists at the political conventions retweeted what others said about them. • Example: Logan Molyneux, @loganex • “This morning @loganex will present his branding research at #ISOJ http://does.nt/exist/” • “Fantastic analysis coming from @loganex this convention. Must read.” • “Hey @loganex take your pointy-headed nonsense and get off the stage.”
Interviews with Journalists • Branding is an integral part of their work • “It’s much more grass roots now, meaning our company isn’t just going through traditional advertising channels and that we’re not just writing a story and sending a tweet out there to promote it… We don’t get paid more to do that, but we know that it’s our best shot to remain relevant.”
Interviews with Journalists • Journalists forge relationships with their audience • “Now I’m constantly engaged in conversations with people who share my thoughts with their followers, which helps kick my name up a notch for people interested in health or cancer or even some of the other areas I’m covering.” • “They like knowing how I get my job done or what hoops I jumped through to get a story. That’s something that helps them connect with who I am and what I represent as a journalist.”
Interviews with Journalists • Branding creates tension between organization and individual • “You used to try to figure out what your publisher wanted and tried to hit a home run there. Now you know you might lose your job tomorrow or you see a hundred other reporters just like you covering the same things. You go into survival mode, which for me means becoming a walking, talking, texting, tweeting, whatever billboard for myself.”
Who’s my master • If it’s the audience… • Would I skip a story if it upsets them? • Would I use sources I know they trust? • Would I over-value their story suggestions? • Am I more concerned with my brand image than with my news?
A Power shift Social media ORGANIZATION INDIVIDUAL News Product News Product