Experts task media practitioners on research, personal branding
By Felicia Nwosu
The need for the journalist of the 21st century to realise that journalism has gone beyond writing content but striving consciously with intentional effort to prioritise on personal brand building is key in remaining relevant. This formed the basis of discussion by speakers during the first-ever exclusive virtual media conference organised by leading Pan-African public relations company, Bora Communications. The event, which had the theme “The Journalist As A Brand’, was held virtually for media professionals and stakeholders.
The maiden edition of the virtual conference was witnessed by media professionals across Africa, and featured personal brand stories from all experts on their journey in the media world. The discourse focused on several ways today’s journalists can build their brands beyond their media organizations by establishing strong online identities, growing a large and dedicated following, restoring the reputation of journalism in Africa, managing the existing standards for journalists, and developing custom distribution systems for their work.
Kemi Olawoye, Founder and Chief Communications Officer, Bora, while setting the tone for the conference, emphasized the need for modern journalists to prioritize their brands and continue to hold brands, governments, and individuals publicly accountable as they continue to be gatekeepers in society.
David Hundeyin, Founder of West Africa Weekly, during his presentation, harped on the importance of branding through social media for the 21st Century journalist. He urged journalists to build their personal brands beyond their organization’s platform, maintaining that a journalist is also a platform on his own, while adding that the value of a journalist is determined by the platform he works for.
His words: “Branding effort of a journalist has the power to make a story big. Social media is no longer something that is nice to have, but a necessity. You are a publisher in your own right; you are as much as a platform just as the platform you work for.”
The writer further advised journalists to use their real names for social media accounts. According to him, social media is now unavoidably part of a journalist’s job as against the old belief that it was at odds with one’s career in journalism. The Writer and Broadcaster also cautioned media professionals to constantly be careful of their information, stressing that credibility, balance and resourcefulness are very important in their job.
Jan Ajwang, Project Manager, Media Focus On Africa, Uganda, on her part, stated that in branding, one’s identity and value system are critical to one’s personality as a journalist. The media expert noted that how a journalist wants to be regconised is also important, as he is to choose either to be seen as a journalist or as a celebrity. She insisted that perfection is key to excel in the profession.
“You can’t talk of personal branding without excellent work; because the quality of the work you share out there matters, you must increase your revenue by adding additional knowledge and skills to your growth, such as photography, video production and many others. There is no sitting and staring into space; look smart, learn, unlearn, dress well and also keeping time for appointment is important,” she said.
Ajwang, while narrating her life experience in the newsroom, therefore, reiterated the need for media practitioners to stand out as personal brands beyond their organizations. According to her, “In addition, doing excellent work as a journalist impacts significantly on the success of your brand.”
Osikhena Dirisu, Deputy Director of Programmes at the Beat 99.9fm Lagos, in the same vein, encouraged journalists to always present their audience with facts over personal opinions. He also mentioned credibility and authenticity as attributes journalists must possess to stand out. He said: “Journalists must constantly stick to the ethics of journalism because as a journalist your credibility is all that matters. Personal branding is still piggybacked on credibility and once you’re known as a journalist that researches and puts out credible and reliable information, you won’t have an issue.”
Bora Communications is the Pan-African public relations company of choice for corporate bodies and institutions that desire to stand out. The company has worked with global corporations, medium and large-scale enterprises to elevate their influence and reputation, position them as industry thought leaders, and set them apart in a busy marketplace. At Bora, the approach to PR includes innovative strategy, fresh thinking, storytelling, and result-driven outcomes.
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