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Archive for the ‘Branding’ Category

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Perhaps I’m the last person who should make fun of Tribune’s renaming its company tronc. But that won’t stop me.

I named Project Unbolt. I proudly worked for TBD. I let my CEO change my title from editor to information content conductor (thankfully, Editor & Publisher went old-school in recognizing me as Editor of the Year). I get why you might choose a ridiculous name (or a great name that others might like; reaction to TBD’s name was mixed).

I’ll say this: It’s too early to say whether this name change is a master stroke, a stupid move or both. I’ll explain that more later.

But the reaction to the move was swift, derisive and hilarious: (more…)

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When should journalists use their personal social media accounts and when should they use the branded newsroom accounts?

An editor raised those issues in an email (edited lightly to avoid identification, because I welcome private requests for help, even though I sometimes address the issues publicly):

Some of my staff members — copy editors who also do reporting — have been finding that crowdsourcing on our newsroom’s Facebook and Twitter accounts has been very useful, as would be expected. But, at times, they say, there can be so many reporters and editors doing it that their questions get lost in a sea of posts, all of which are almost always quality. They say they sometimes can have better luck posting crowdsourcing questions to their private Twitter and Facebook accounts, which means their sources have been gravitating toward those accounts and not the official branded accounts.

A concern raised among some editors is that these private accounts don’t give our official sites the hits and exposure they could if the groundwork was done through the official accounts. In addition, the private accounts and all the new followers staffers generate through their work here would go with the staffer should they leave.

It’s hard to find a best practice for how other papers handle this. This harkens back to the day when reporters on the cutting edge of technology initially used their private email accounts before newspapers caught on and got people their own company email account.

Anyway, I hear wisdom on both sides. Just wondering if you had thoughts that you wouldn’t mind sharing. Hope that isn’t asking too much. I read your blog routinely and find it very helpful and interesting. (more…)

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The St. Petersburg Times is planning to rebrand itself as the Tampa Bay Times.

Here’s the primary reason I think you shouldn’t waste time, energy, focus and money rebranding a newspaper: Print newspapers are a declining business, and news organizations should spend time, energy, focus and money on building a successful digital business for the future, not trying to rebrand the product of the past.

I’m a longtime fan of the St. Pete Times and the Poynter Institute, the non-profit organization that owns it (and depends on Times profits for its prosperity). I wish the Times well in its rebranding effort. I hope it reaps in great profits that fund growth of Poynter’s programs.

However, I think MediaNews Group (my colleagues in Digital First Media) made the right decision in reversing a move toward a regional brand, retaining the established local brands, including the Oakland Tribune, a name with a long and distinguished history. (more…)

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Journalists hate few things more than buzzwords. Many of us regard ourselves as guardians of the language (as if protecting the First Amendment and being watchdogs of the powerful weren’t enough guard duties). Buzzwords feel to many purists as some kind of assault on the language.

Washington Post ombudsman Patrick B. Pexton writes scornfully of my pursuit in his column today:

This is what “engagement” — the buzzword of media theorists and marketers — is all about. It’s using Twitter and Facebook to build a tribe or family of followers, even disciples, who will keep reading you.

I won’t try here to set Pexton straight on what engagement is all about, though my earlier post explaining community engagement might educate him a bit. What I want to address here is the widespread dismissal of new terminology by my fellow veteran journalists.

(more…)

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Here’s more help on personal branding: Joe Grimm, perhaps the leading voice on career development in journalism, is leading a workshop on personal branding Sept. 16 for my old friends at the American Press Institute. At $15, including lunch, it’s practically free.

Joe’s a longtime friend who used to recruit for the Detroit Free Press and for a few years wrote the Ask the Recruiter blog for Poynter (he now continues it independently). His Jobs Page is an essential resource for job-hunting journalists, and I linked to his post on building your own journalistic career brand in yesterday’s post on my own branding strategy.

I’m pleased to see Joe leading this workshop and to see API offering such valuable help for journalists at such a great price.

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Update: Joe Grimm is leading a workshop on building your personal brand.

Much of last week’s discussion of journalistic “branding” focused on whether journalists should engage in something that sounds so much like marketing.

In this post, I want to address how to develop a brand as a journalist (call it a reputation, if branding makes you uncomfortable). Toward the end of this post, I will discuss whether we should call this branding, but I’d like to focus initially on how to do it. I’ll make this point now: The opposite of brand is generic. And no one looking for a job wants to be generic, unless your strategy is to land a low-paying job.

At the risk of boasting (an area in which I am not risk-averse, but more on that later), I will discuss here specifically how I built my own brand as a journalist, and through my experience, how you can build your brand.

I will deliberately avoid repeating here any discussion from last week about Gene Weingarten’s humorous branding advice to journalism student Leslie Trew Magraw or the responses to him (including mine). This is about advice, not arguing. However, Gene is continuing that discussion in his weekly Chatological Humor chat today. (more…)

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Update: Joe Grimm is leading a workshop on building your personal brand.

Update: I have blogged about my own personal branding strategy.

I had the busiest day ever on my blog Friday, thanks to the power of Gene Weingarten’s brand.

Update: That record was broken Monday and then again Tuesday as the branding conversation continued.
Gene started the discussion with his Washington Post Sunday Magazine “Below the Beltway” column, answering a journalism student, identified only as Leslie, who asked how he had developed his “personal brand.” Gene’s response: (more…)

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