Presentation held at ECREA's 5th European Communication Conference (ECC), Nov 13th 2014, Lisbon, Portugal.

1. Personal
branding
in
journalism:
theory
and
systema5za5on
of
a
recent
trend
Julius
Reimer
@julius_reimer
ECC
2014,
Lisbon
Nov
13th
2014

2. Trend:
personal
branding
in
journalism
Nov
13th
2014
2

3. Trend:
personal
branding
in
journalism
• Studies
on
personal
branding
in
journalism
are
rare
• Personal
branding
only
secondary
aspect
of
most
studies
(e.g.,
Canter,
2013;
Hedman,
2014;
Hedman/Djerf-­‐Pierre,
2013)
• Studies
confuse
self
marke5ng
via
social
media
with
personal
branding
as
a
whole
(e.g.,
Hedman,
2014;
Hedman/Djerf-­‐Pierre,
2013;
Schultz/Sheffer,
2012)
–
although
„the
product
itself
certainly
contributes
to
the
brand
posi5oning“
(Siegert
et
al.,
2011:
59–60)
• Research
lacks
theore,cal
founda,on
à
need
for
theory
&
systema,za,on/heuris,c
categories
Nov
13th
2014
3

4. Theory:
brands
&
(personal
branding)
• Brand
(image)
of
an
organiza5on,
product,
or
individual
=
“associa5ons
in
the
minds
of
customers
and
other
important
cons5tuents
[that]
differen5ate
the
brand
and
establish
(to
the
extent
possible)
compe55ve
superiority”
(Keller/Lehmann,
2006:
740;
also:
Aaker,
1996;
Esch,
2002;
Meffert/Burmann,
2002)
• Branding
=
prac5ces
aiming
at
crea5ng
those
associa5ons
(e.g.,
Chan-­‐Olmsted/Cha,
2008)
• However,
“there
is
no
guarantee
that
the
recipients
will
perceive
the
brand
as
intended”
(Siegert
et
al.
2011:
60)
à Branding
prac5ces
are
guided
by
the
branding
actor’s
expecta6ons
towards
the
target
group,
i.e.
towards
their
preferences
and
reac5ons
to
different
branding
ac5vi5es
• Applies
to
all
business
sectors
(e.
g.,
Chen,
2013;
Pihl,
2013;
Shepherd,
2005)
Nov
13th
2014
4

5. Theory:
(personal)
branding
in
journalism
• In
contrast
to
other
economic
sectors,
journalism
fulfils
a
norma6ve
func6on
for
society:
Journalists…
…“convey
informa5on,
create
publicity,
cri5cize,
[…]
control
poli5cs,
the
economy,
and
the
actors
involved
in
those
processes
[…]
and
foster
public
discourses”
(Siegert
et
al.
2011:
53–54)
…serve
the
“societal
needs
for
integra5on
or
at
least
synchroniza5on”(Görke/
Scholl
2006:
650)
of
the
different
societal
systems
à Journalists’
branding
prac5ces
are
guided
by:
the
branding
actor’s
expecta5ons
towards
the
target
groups
as
well
as
the
objec5ves,
logics,
&
norms
of
two
societal
systems:
economy
&
journalism
(cf.
Entman,
2005)
à Convergence
of
marke5ng
&
journalism
Nov
13th
2014
5

6. Systema6za6on:
process
model
Journalist
Journalis5c
communi-­‐
ca5on
of
a
certain
kind
Target
group
image
Societal
system
of
journalism
Societal
system
of
economy
Target
group
Brand
experience
Word-­‐of-­‐
mouth
Feed-­‐
back
Con-­‐
sump5on
(with
reference
to
Aaker,
1996;
Esch,
2002;
Keller/Lehmann,
2006;
Meffert/Burmann,
2000;
Wolff,
2006)
Observed
current
image
Target
brand
image
Meta-­‐
communi-­‐
ca5on
Brand
aware-­‐
ness
Brand
image
Previous
experience
Others’
word-­‐of-­‐
mouth
Brand
loyalty
Brand
expecta5ons
Branding
prac5ces
Brand
preference
Compe5tors’
observed
images
Brand
value

7. Systema6za6on:
branding
prac5ces
• Journalis6c
performances
as
such
=
producing
journalis5c
communica5on
offers
(ar5cles,
etc.)
which
they
expect
to
evoke
the
desired
brand
image
in
the
minds
of
the
target
group
members
• Meta-­‐communica6on
=
communica5on
about
one’s
journalis5c
performances
and
oneself
as
their
producer
(e.g.,
tweets
promo5ng
one’s
latest
story,
blog
post
describing
one’s
journalis5c
aqtude)
Nov
13th
2014
7

8. Systema6za6on:
target
groups
&
ideal
types
Ideal
types
of
self-­‐branding
journalists
(in
a
Weberian
sense)
Ideal
type
Employed
reporters/
editors
Freelancers
Entrepreneurs
Audiences,
adver5sers
Target
groups:
Constraints
of
branding
possibili6es
(examples)
Employer’s
brand
(cf.
Shepherd,
2005)
Lack
of
organiza5onal
resources
(poten5al)...
...audiences
...employers/clients
...adver5sers
...sources/interview
partners/other
informants
Primary
target
groups
Audiences,
superiors
Clients
Poten5al
goal
conflicts
Nov
13th
2014
8

9. Systema6za6on:
dimensions
of
differen5a5on
(Modes
of
differen6a6on:
Specializa5on
or
generaliza5on)
• Distribu5on
media:
print,
TV,
radio,
online
• Thema5c
orienta5on:
poli5cs,
business,
arts,
sports,
etc.
• Geographic
orienta5on:
local,
regional,
na5onal,
interna5onal
• Journalis5c
style
• Tonality/language:
personal-­‐emo5onal/neutral-­‐fact-­‐oriented,
etc.
• Presenta5on
formats:
report,
feature,
interview,
etc.
• Journalis5c
role
concep5on:
e.g.,
populist
disseminator,
detached
watchdog,
cri5cal
change
agent,
opportunist
facilitator,
etc.
(e.
g.,
Hanitzsch,
2011;
Heise
et
al.,
2013)
• Socio-­‐poli5cal
orienta5on
• Outer
appearance:
physiognomy,
facial
expressions,
gestures,
voice,
etc.
• “Special
skills”:
management,
technology
&
sotware,
design,
etc.
• Networks
&
sources
Nov
13th
2014
9

10. Poten5als
&
risks
• More
...for
the
individual
journalist
(micro
level)
likely
to
be
chosen
by
target
groups
(brand
func5ons:
ra5onaliza5on
&
risk
reduc5on)
à More
&
beuer
jobs
&
payment
à Beuer
sources
à
beuer
stories
• More
likely
to
be
crowdfunded
• Less
5me
for
“proper”
journ.
work
• Long-­‐term
posi5oning
conflicts
with
changing
journalism,
society,
and
job
market
• Less
poten5al
employers
due
to
conflicts
with
employers‘
brands
• Employer/audience/peers
disapprove
of
personal
branding
as
incompa5ble
with
journalis5c
values
(cf.
Hedman/Djerf-­‐Pierre,
2013)
• Visible
&
addressable
=
publicly
auackable
• Self-­‐presenta5on
contradicts
personality/journalis5c
aqtude
Nov
13th
2014
10

11. Poten5als
&
risks
• Audience
...for
news
organiza6ons
(meso
level)
more
likely
to
develop
bonds
with
individuals
than
with
anonymous
organiza5on
à
increased
audience
loyalty
• Diversifica5on
of
content
through
specialized
personal
brands
meets
demands
of
fragmented
audiences
with
diverse
interests
• Strengthened
or
complemented
organiza5on
brand
through
“ingredient
branding”
• Increased
reach
through
personal
brands’
(social
media)
audiences
• If
personal
brands
leave
the
organiza5on,
so
do
their
audiences
• Personal
brand
conflicts
with/
“outshines”
organiza5on
brand
• Higher
salaries
for
personal
brands
• Personal
branding
during
working
hours
à
less
5me
for
“proper”
journalis5c
work
Nov
13th
2014
11

12. Poten5als
&
risks
• Increased
...for
journalism
&
its
societal
func6on
(macro
level)
reach,
trust,
&
loyalty
strengthens
performance
of
journalism
system
as
a
whole
• Need
for
differen5a5on
à
increase
of
diversity
in
topics
&
opinions,
coverage
of
previously
neglected,
but
relevant
topics
• Convergence
of
marke5ng
&
journalis5c
communica5on;
emo5onaliza5on,
personaliza5on,
&
opinionated
news;
audience
orienta5on;
focus
on
famous/elite
sources;
self-­‐censorship
for
branding
reasons;
more
entrepreneurs
à
less
inves5ga5ve
research;
less
coopera5on;
mutual
dis5nc5on;
special
interest
repor5ng;
personalized
repor5ng
&
recep5on
(“echo
chambers”
&
“filter
bubbles”)
à Decrease
of
neutral,
fact-­‐based,
&
relevant
informa5on
&
topics
+
Threat
for
synchronisa5on
func5on
Nov
13th
2014
12

13. Thank
you!
Julius
Reimer,
M.
A.
Associate
researcher
@
Hans-­‐Bredow-­‐Ins5tute
for
Media
Research
PhD
student
@
TU
Dortmund
University
www.hans-­‐bredow-­‐ins5tut.de/de/node/4346
julius.reimer@hans-­‐bredow-­‐ins5tut.de
@julius_reimer
Nov
13th
2014
13

14. References
• Aaker,
David
A.
(1996):
Building
strong
brands.
New
York.
• Berkler,
Simon
(2008):
Medien
als
Marken?
Wirkungen
von
Medienmarken
aus
medienökonomischer
Perspek6ve.
Konstanz.
• Canter,
Lily
(2011):
The
interac5ve
spectrum:
the
use
of
social
media
in
UK
regional
newspapers.
In:
Convergence,
19(4),
pp.
472–495.
• Chan-­‐Olmsted,
Sylvia
M.;
Cha,
Jiyoung
(2008):
Exploring
the
antecedents
and
effects
of
brand
images
for
television
news:
an
applica5on
of
brand
personality
construct
in
a
mul5channel
news
environment.
In:
Interna6onal
Journal
on
Media
Management,
10(1),
pp.
32–45.
• Chen,
Chih-­‐Ping
(2011):
Exploring
personal
branding
on
YouTube.
In:
Journal
of
Internet
Commerce,
12(4),
pp.
332-­‐347.
• Entman,
Robert
M.
(2005):
The
nature
and
sources
of
news.
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Overholser,
Geneva;
Hall
Jamieson,
Kathleen
(Eds.):
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of
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The
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New
York,
pp.
48–65.
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Franz-­‐Rudolf
(2002):
Strategie
und
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der
Markenführung.
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• Görke,
Alexander;
Scholl,
Armin
(2006):
Niklas
Luhmann’s
theory
of
social
systems
and
journalism
research.
In:
Journalism
Studies,
7(4),
pp.
644–655.
• Hanitzsch,
Thomas
(2011):
Populist
disseminators,
detached
watchdogs,
cri5cal
change
agents
and
opportunist
facilitators:
professional
milieus,
the
journalis5c
field
and
autonomy
in
18
countries.
In:
Interna6onal
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73
(6):
pp.
477–494.
• Hedman,
Ulrika;
Djerf-­‐Pierre,
Monika
(2013):
The
social
journalist.
Embracing
the
social
media
life
or
crea5ng
a
new
digital
divide?
In:
Digital
Journalism,
1(3),
pp.
368–385.
• Heise,
Nele;
Loosen,
Wiebke;
Reimer,
Julius;
Schmidt,
Jan-­‐Hinrik
(2013):
Including
the
audience.
Comparing
aqtudes
and
expecta5ons
of
journalists
and
users
towards
par5cipa5on
in
German
TV
news
journalism.
In:
Journalism
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(online
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DOI:
10.1080/1461670X.2013.831232
• Keller,
Kevin
Lane;
Lehmann,
Donald
R.
(2006):
Brands
and
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research
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• Meffert,
Heribert;
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Christoph
(2002):
Managementkonzept
der
iden5tätsorien5erten
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Christoph;
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Wiesbaden,
pp.
73–97.
Nov
13th
2014
14

15. References
• Pihl,
Christofer
(2013):
In
the
borderland
between
personal
and
corporate
brands
–
the
case
of
professional
bloggers.
In:
Journal
of
Global
Fashion
Marke6ng,
4(2),
pp.
112–127.
• Schultz,
Brad;
Sheffer,
Mary
Lou
(2012):
Name
brand:
the
rise
of
the
independent
reporter
through
social
media.
In:
Online
Journal
of
Communica6on
and
Media
Technologies,
2(3),
pp.
93–112.
• Shepherd,
Ifan
D.
(2005):
From
caule
and
Coke
to
Charlie:
mee5ng
the
challenge
of
self
marke5ng
and
personal
branding.
In:
Journal
of
Marke6ng
Management,
21(5–6),
pp.
589–606.
• Siegert,
Gabriele;
Gerth,
Mauhias
A.;
Rademacher,
Patrick
(2011):
Brand
iden5ty-­‐driven
decision
making
by
journalists
and
media
managers
–
the
MBAC
model
as
a
theore5cal
framework.
In:
Interna6onal
Journal
on
Media
Management,
13(1),
pp.
53–70.
• Wolff,
Per-­‐Erik
(2006):
TV
MarkenManagement.
Strategische
und
opera6ve
Markenführung.
Mit
Sender-­‐Fallstudien.
München.
Screenshots
• hup://de.slideshare.net/mandyjenkins/social-­‐media-­‐for-­‐branding-­‐journalism
• hup://www.poynter.org/how-­‐tos/career-­‐development/ask-­‐the-­‐recruiter/224697/live-­‐chat-­‐1023-­‐how-­‐journalists-­‐can-­‐build-­‐
their-­‐own-­‐powerful-­‐brands/
• hup://newstex.com/2013/10/02/do-­‐you-­‐need-­‐a-­‐journalist-­‐brand/
• hups://www.journalism.co.uk/news/5-­‐5ps-­‐for-­‐personal-­‐branding-­‐on-­‐na5onal-­‐freelancers-­‐day/s2/a555177/
• hup://storyful.com/stories/23768
• hup://buzzmachine.com/2006/10/13/independent-­‐journalist-­‐as-­‐brand/
• hups://gigaom.com/2013/07/22/nate-­‐silver-­‐and-­‐the-­‐nyt-­‐media-­‐plaorms-­‐s5ll-­‐have-­‐power-­‐just-­‐not-­‐as-­‐much/
• hup://blog.spundge.com/journalists-­‐benefit-­‐from-­‐cul5va5ng-­‐their-­‐personal-­‐brands/
• hup://belowthefold.typepad.com/my_weblog/2006/03/unbundled_journ.html
• hup://thegentlemanjournalist.com/2013/02/02/the-­‐double-­‐edged-­‐sword-­‐of-­‐personal-­‐brands-­‐in-­‐journalism/
• hup://mindymcadams.com/tojou/2009/journalists-­‐must-­‐build-­‐a-­‐personal-­‐brand-­‐10-­‐5ps/
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13th
2014
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