should show who you are, your interests and background, and showcase your
best professional work. ..."
The Need to Develop Their Personal Brand
[excerpt]
As a journalism professor, I have found there is one thing guaranteed to
set off a flurry of frenzied activity in the classroom. It has nothing to
do with exams or story deadlines. Rather, it is prompted by a simple
question to students: How many own your name as a domain name?
This seemingly innocuous question acts as a trigger, sending students
online to see if someone else with the same name has snatched up the web
address. A lesson on online research methods turns into "how to buy a
domain name," or more often, "what do I do if someone else has my domain
name?"
This is no trivial matter. Having a website that reflects your
professional identity is your digital calling card. Your online presence
should show who you are, your interests and background, and showcase your
best professional work. Or to put it another way, your personal brand as a
journalist.
In the journalism of today, the personal brand is becoming increasingly
central to the prospects of a young person starting out on a life of
reporting. So it is important for students at journalism school, and those
starting in the fall, to develop the professional brand that will set them
apart come graduation.
Some reporters may bristle at the idea of thinking of themselves as a
brand, considering it the equivalent of selling out. This overlooks the
fact that a journalist's identity has always been a part of the job,
otherwise why have bylines?
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