Joe Grimm will lead an API workshop on personal branding

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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Confessions (strategies) of a branded journalist (or a journalist with a reputation, if you prefer)

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.

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Gene Weingarten has a powerful personal brand

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:

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Leslie Trew Magraw’s research paper on Gene Weingarten’s personal brand

I wrote a blog post this morning about personal branding in journalism, responding to a column Gene Weingarten had written for the Washington Post, claiming that branding was ruining journalism. Weingarten was responding to an inquiry from a journalism student he identified only as “Leslie.” In a comment on my blog, Owen Youngman, a journalism professor at the Medill School at Northwestern University, identified himself as Leslie’s professor, though he, like Weingarten, protected her identity. He also quoted from her paper. I asked Youngman if he would tell Leslie that I’d like to publish her paper. So Leslie Trew Magraw, a Medill master’s student, sent me this research paper, with permission to publish it. I have added links and made a small edit or two, but otherwise, this is Leslie’s work.

Update: Youngman has blogged about this, too.

Update: I used Storify to curate discussion of this issue on various blogs and Twitter.

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

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

As any good brand practitioner will tell you, brand health is all about diversification — making sure you’re not a one-trick pony. Gene Weingarten is no one-trick pony. He’s more like an onion – that can make you laugh just as easily as he can make you cry. Like a satisfying meal, he sticks with you.

Though he is perhaps most widely known in the DC metro area for his weekly humor column in the Washington Post’s Washington Magazine called “Below the Beltway,” Weingarten is also a two-time Pulitzer Prize winner for serious feature-length journalistic work.

Everyone I polled (and I quizzed more than 25 people and spoke to four others at length), knew who Weingarten was and had a fairly strong opinion of him. Most people had a soft spot for him, at the very least. Others were Gene fanatics – and a small minority thought he was overrated (As my publisher friend, Alex Orr, put it: “I think he’s a generally unfunny, unoriginal hack who holds onto his job only because he’s been there so long that folks now overlook the question of whether his work is any good and instead embrace him as a ‘beloved’ fixture in the DC journalism world.”). That his name inspires instant recognition and triggers such powerful emotional responses suggests a robust brand power.

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Gene Weingarten knows branding (even though he scorns it)

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

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

Update: I used Storify to curate discussion of this issue on various blogs and Twitter.

Update: Weingarten has responded twice. Please see the first comment and his later comment.

Gene Weingarten has developed an outstanding personal brand as a journalist. But that brand will not let him write, except scornfully, about branding and journalism. So I will answer the question a journalism student (identified only as “Leslie”) asked him: How he built his “personal brand” over the years. Update: Leslie Trew Magraw, the student in question, gave me permission to post her research paper on Weingarten’s brand. And Owen Youngman, her professor, blogged about this branding discussion as well.

The question was a belt-high fastball for Weingarten, whose brand is equal parts wit, sarcasm, insight and the ability to write tearjerking (from laughter or other emotions) sentences that you wish you could have written. He swung at the pitch and wrote a funny column, How ‘branding’ is ruining journalism.

Weingarten’s response:

The best way to build a brand is to take a three-foot length of malleable iron and get one end red-hot. Then, apply it vigorously to the buttocks of the instructor who gave you this question. You want a nice, meaty sizzle.

Lots of journalists might have been smart enough (and scornful enough of branding) to think of the basic response of turning the branding question around into a branding iron that would inflict pain. But that “nice, meaty sizzle” kicker is a classic Weingarten line that I wish I would have written, even though I disagree with Gene on this.

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