BOSTON — There are thousands of publications covering many different types of news. Print, websites, social media, daily columns, the only way journalists avoid being lost in the jungle of information is with branding.
Matt Shearer of WBZ NewsRadio, pioneered the TikTok account for the station, creating a brand that allowed a 102-year old news radio station to be turned into something that a generation which has never listened to AM radio can enjoy.
Shearer, Linda Zebian, Muck Rack head of communications and NYTimes alum, and Dan McGowan, Rhode Island-based columnist for the Boston Globe, sat down at the SPJ New England 2024 Conference “How to Build a Brand” panel to discuss just that, across many different media types.
Shearer seeks to publish valuable information that doesn’t feel like every other story out there, something that doesn’t necessarily feel like news, but accomplishes the task of educating the viewer on something by the time they swipe to the next clip.
Having a large audience bears questions of relevance and maintaining captive attention, which McGowan has experience with through the founding and maintenance of his daily column, Rhode Map, over the last five years. His audience now can identify with his message, his style of writing and the content he creates with the history of continuity.
Establishing a brand cultivates trust and understanding between reader and writer. When people trust you, they pay for you.
“A lot of these consumers trust individual journalists more than they trust companies,” said Zebian, in reference to news published on social media platforms by journalists with established brand identities.
With branding, it is integral to do what you can to stand out, don’t follow trends or attempt to fit in. Be authentic and be yourself.
Building a brand is different for your employer and your personal identity, making sure to stand out but still representing your workplace in a way that fits in with their message.
On a personal level, be on social media. Be sure to separate private content from your professional page.
Don’t be afraid to take chances and try new things, but “always get your facts right,” said Walsh. A trained journalist will not prioritize being first over being right.
“Authenticity appeals to all generations,” Shearer shared.
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Cecilia Larson, University of Vermont
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