Category Archives: Public Relations

Twitter, a threat to a journalist’s personal brand?

Following the debate at BJIT last Thursday, I was surprised by some old-fashioned statements that certain panel members put forward. What struck me the most was that not all communication professionals are convinced of the added value of new media for both journalists and media companies as a brand.

The debate got heated when Pol Deltour, national secretary of the Vlaamse Vereniging van Journalisten, stated that Twitter is a threat to the journalist’s personal brand and a danger for the credibility of the media he is working for. In his eyes, social media changes the way journalists are perceived: as marketers rather than journalists. But haven’t journalists always been marketers? Aren’t we, in fact, all marketers of our personal brand? Like Alain Gerlache, journalist at RTBF, says:  “Journalists are a brand”. They are the face of a media channel! People read newspapers because journalists are writing qualitative articles about topics that interest them in a way that pleases them.

Traditional media shouldn’t worry, good content is still king. But the game has become more complex.  Accept the fact that scoops no longer exist as speed is the new normal in a world where people are 24/7 confronted with an information overload. Have faith in your journalists. They are capable of using the same common sense they use in their stories online! So please, embrace new media as a way to leverage the brand.

Frankly, I can’t possibly think of a better way than to let journalists syndicate the good content they and their colleagues produce and engage in a discussion afterwards. This leads to more active engagement from the audience and helps build long-term relationships with them as a consumer. Rather than fearing new media, journalists and media companies should try to use them strategically to leverage their (personal) brand, build credibility and establish authority.

Just so you know, Reuters’ social media policy embraces the fact that journalists have (a desire for) a personal brand.

Advertisements

First European PR Job Seeker of the Week

Hello all!

I am pleased to announce you that I am PR Job Seeker of the Week on Gen-Y PRogress, Lauren Novo’s PR blog. She informed me I was the first European PR Job Seeker she published, which makes me of course very proud!

Every week she gives a young graduate (or soon-to-be graduate) the chance to explain why he/she is a talented PR pro that deserves a chance. Next to that, she blogs about various topics concerning the PR business, ranging from social media issues to some of her more personal experiences.

Lauren’s blog was launched in September 2009 and has been up and running for over a year (hence her recent celebration post). Already, she was received national recognition in the USA by PR Daily, Brazen Careerist and top industry leaders and bloggers. Moreover, In March, she won a ‘judges award’ through the Florida Public Relations Association. In June 2010, her blog was nominated as best up-and-coming in the PR Readers Choice Awards! Quite impressive, hu?!

She is absolutely worth following on Twitter and adding to your blogroll!

Hope you enjoy the article! And tell me, what’s your opinion? What’s well written? What’s bad about it? What should I have emphasized more/less?

Looking forward to some useful tips!

Infographic: Quickstart Guide to Social Media for Business

A couple of days ago, @Princess Misia’s shared a great Infographic “A Quickstart Guide to Social Media for Business” with the world(I ❤ Social Media)! It is so great I couldn’t resist reposting it…

More and more businesses are expressing interest in social media and slowly but surely companies are diving into the SoMe pool. However, many companies are diving with their eyes shut, hitting rock bottom, hurting their business head and pulling back asap. They often don’t understand that it takes more than just their presence to succeed. It is crucial Social & Digital Media professionals educate clients that wish to dive in the social media pool! And what better way than a simple – but oh so efficient – infographic…

This magnificent Infographic distinguishes 14 logical steps a company needs to go through to start off their Social Media adventure. As Sasha Gaya once stated, if a picture says a thousand words, an infographic says a million…

Originally developed by @B2Bento, a B2B Marketing Agency in Singapore.