Branding is the New Journalism

By Talia Whyte

John Thompson, founder and publisher of came up with a top ten list of what journalists need to be doing in 2010 to stay competitive in the ever-changing news media landscape.

A topic on the list that sparked my attention was what Thompson said about branding. As more journalists consider the next steps in their careers, online marketing is becoming a major component to success.

…You need to build yourself an online persona, one that earns you a reputation of trustworthiness and one that allows you to build fruitful relationships with your readers and contacts. You can no longer necessarily rely on having a good reputation by proxy of association with your employer’s brand. And your reputation is no longer fleeting, as good as your last big story – there is an entire archive of your content building online that anyone can potentially access. Obvious ways to do this: Twitter, Facebook, personal blogging, but you can also build a reputation by sharing what you are reading online using social bookmarking sites like Publish2 and delicious.

This reminds me of a quote someone emailed me about recently: “Internet users aren’t destination focused–stop trying to drive people to your site and start driving them to your content.”

This is so true! Whether it is a potential new employer or gaining a fan base, in recent years, I have found out quickly that having a strong online presence can really make or break your career today.

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At NABJ meeting, role of black press debated

By Talia Whyte

Bay State Banner

TAMPA, Fla. — Since the 1827 founding of Freedom’s Journal, the nation’s first black-owned newspaper, the black press has historically served as the voice of the African American community.

Over the last few decades, however, a series of developments — from integration in the 1960s to the increase in the number of black journalists working in mainstream media, culminating with President Barack Obama’s ascension to the White House — have led many to question the viability and relevance of black media outlets.

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Black journalists, bloggers discuss the future of news

By Talia Whyte

The Bay State Banner

WASHINGTON — With newspapers across the nations watching their circulations decline, many black journalists find themselves re-evaluating the next steps in their own careers.

During a conference last month hosted by the National Association of Black Journalists (NABJ), reporters and bloggers assessed the coming inauguration of President-elect Barack Obama, who has vowed to make technology a priority in his administration, and considered how black journalism might fit into the new digital era.

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