NABJ

Branding is the New Journalism

By Talia Whyte

John Thompson, founder and publisher of Journalism.co.uk 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.

Read the full article here

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.

Read the full article here.