Personal Branding | Excellence in Journalism 2014 These slides are part of my presentation at EIJ14, an annual convention in Nashville for two journalism organizations - SPJ and RTDNA. I focus on the benefits of being mindful in your approach to your own personal branding and in how you present yourself online.

1. ROBIN J. PHILLIPS
DIGITAL DIRECTOR

2. 1. How to identify what your brand is now.
2. Ways other journalists manage their online images.
3. How to get started: Identify your strengths, know your
goals.
4. Understanding your personal brand promise.
5. Practical ways to take charge of your image online.
6. And why in the world is this even important!?!
WHAT YOU WILL LEARN
@RobinJP

3. WHO YOU KIDDIN’?
Do people really talk like that?
Is this just a buzz phrase?
Isn’t branding just marketing?
I am shy.
Focusing on branding kinda
feels like selling out.
… and, besides, why should
@RobinJP we trust you?

4. @RobinJP | RobinJPhillips.com
Digital Director, The Reynolds Center for Business Journalism
Creator SkinneePix app | Co-founder Pretty Smart Women
Co-founder, #wjchat, weekly online web journalism discussion
Co-founder of Perfect Moment Project
Former business editor @ BusinessWeek, Newsday, others
Journalism professor, Cronkite School, ASU
Master’s, ASU focusing on online communities
ROBIN J. PHILLIPS | ABOUT ME
@RobinJP

5. • People have an image of you … whether you like it or not.
• It’s important for you to know who you are.
• Journalists have great skills and tools to help take control of their image.
• Your brand can be as simple as You Being You… online.
• Your brand or how you live your life online, good and bad, stays around a
KEY POINTS ABOUT
PERSONAL BRANDING
long time.
• It’s fun. It’s not that hard. And you’re branding yourself anyway.
@RobinJP

6. Historically, journalists’ reputations were closely aligned with that of
their employers.
The promotion of our work was left up to our news organizations’
marketing departments as part of the overall branding strategy.
In large part, reporters were comfortable letting the work speak for
WHY BRANDING NOW?
itself.
It’s not selling out
@RobinJP

7. Historically, journalists’ reputations were closely aligned with that of
their employers.
The promotion of our work was left up to our news organizations’
marketing departments as part of the overall branding strategy.
In large part, reporters were comfortable letting the work speak for
WHY BRANDING NOW?
itself.
It’s not selling out
That’s all change d.
@RobinJP

8. FORMER PLAIN DEALER STAFFERS
Margaret Bernstein
“I am now a self-employed consultant,
and my ‘call to action’ style has
become my brand.”
Regina Brett
“My first book, God Never Blinks: 50
Lessons for Life’s Little Detours,
was a New York Times bestseller
and is in 26 countries.”
John Horton
“I was going to bet on what they
were doing, or I was going to
bet on my ability to transition
into another career.”
Peggy Turbett
“If someone asked me to
lunch or dinner, I went.
Invited to join a local
professional women’s
group – I did.”
ONE YEAR LATER
@RobinJP Thanks to

9. SO WHAT IS BRANDING?
@RobinJP

10. DIFFERENTIATE YOURSELF
Brand
Commodity
@RobinJP

11. BEDAZZLE YOURSELF
Brand
Commodity
@RobinJP

12. Personal brand is a collection of perceptions
someone else has which describes the
experience of having a relationship with you.
If you are not branding yourself, you can be
sure others are doing it for you. You might as
well grab hold of the wheel and drive.
PERSONAL BRAND = RELATIONSHIP
@RobinJP

13. NOT JUST ABOUT BEING
GOOGLEABLE
@RobinJP

14. FIRST THINGS FIRST
@RobinJP

15. TO THINE
OWN SELF…
Branding is knowing yourself.
Knowing your talents and skills.
Knowing your goals.
And knowing this is all flexible.
Once you know yourself, you can define your brand.
@RobinJP

16. Ask your friends, mentors,
even strangers.
@RobinJP

17. @RobinJP AND IMITATE.

18. FIND PEOPLE WITH A STRONG BRAND
@RobinJP AND STUDY THEM.

19. @RobinJP BE A GENTLE STALKER

20. @RobinJP OPEN UP YOUR WORLD

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30. TALE OF TWO CRITICS
@RobinJP

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33. ONE MORE TIME, LET’S ASK…
@RobinJP

34. If you …
§ Hire me
§ Read my story
§ Watch my newscast
§ Buy my photos
§ Follow me on Twitter
§ You will get …
WHAT IS YOUR BRAND PROMISE?
@RobinJP

35. BRAND PROMISE
What you stand for
What you offer
What people should expect from you
@RobinJP Thanks to

36. Create a website – simple WordPress is just fine
Begin blogging
Take a daily photo, film a daily video
Subscribe to blogs, comment when you have something to say
Use your real name or a consistent username
Blog responsibly – write, edit, publish, shoot photos
BUY YOUR DOMAIN NAME … today!
SO LET’S GET STARTED
@RobinJP

37. LANDGRAB!
@RobinJP

38. BUY YOUR DOMAIN NAME
Register NOW!
For about $12.
Own YOUR name. @RobinJP

39. BRAND-A-PALOOZA
@RobinJP

40. 5 RULES
Be diligent
Be consistent
Be relevant
Be interesting
Be yourself
…. OK, 8 rules
n Be simple
n Be unique
n Be focused
@RobinJP Thanks to

41. … DON’T FORGET TO KEEP ASKING
@RobinJP

42. DON’T LEAVE EARLY @RobinJP

43. STICKS AROUND FOR-EVER!
@RobinJP

44. TWEETING TOO HARD
@RobinJP

45. TWITTER’S DAD
@RobinJP

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47. @RobinJP