Should Journalists Build Their Own Brands?
Newsrooms see it as a threat. Reporters see it as a necessity. Here’s a path forward.
Early in my career, I saw my bosses actively discourage reporters from building any kind of public profile. A personal brand was a sign of disloyalty, a prelude to leaving. That thinking isn't just old-fashioned; it’s a fatal flaw in how most newsrooms operate today. It is the very thing pushing their best people away.
The question of whether a journalist should build their own brand has never been more urgent, and the stakes have never been higher for reporters or their employers.
The Short Answer
Yes. But how you do it and why you do it matters.
Building a personal brand isn't about ego anymore. It’s a professional necessity. There is, however, a real difference between building a brand and becoming one.
Why This Matters Right Now
Trust in institutions is collapsing. Audiences, especially younger ones, follow reporters, not mastheads. They will follow a writer from the Times to the Atlantic to a newsletter without a second thought.
Newsroom stability is a myth. You will likely work at multiple outlets. A recognizable name and deep expertise on a beat can be the difference between a good landing and a scramble when layoffs hit.
The work demands it. Investigations need sources. Niche beats need community trust. A strong network is a reporting tool. It helps you find people and proves your work has an audience.
What TV and Print Forgot
This isn't a new idea. TV has always known that viewers tune in for a person, like Lester Holt or Rachel Maddow. The anchor is the product. Newspapers had their star columnists. You read Maureen Dowd or David Brooks for their specific take.
That model is mostly dead. The money for $300k columnists dried up. The internet made everyone a publisher. So as media trust fell, newsrooms panicked. They tried to hide their personalities behind the authority of the institution. It was a mistake. People connect with people, not logos.
The Real Risks
Building a brand has downsides. Be aware of them.
Your newsroom might see you as a threat. Some outlets, especially legacy ones, worry you're just building an escape hatch. I saw this in Philadelphia. Any reporter trying to build a profile was viewed with suspicion. The thinking was that if the reporter won, the organization lost. It was a flawed view that cost the newsroom loyalty and reach.
The brand becomes a treadmill. Platforms reward volume and heat. That pressure can warp your journalism and your mental health. Feeding the beast becomes the job.
You can get captured by your audience. When you build for followers, the pressure to give them what they want is intense. You can lose your independence.
It's a question of privilege. Not everyone has the same time, network, or freedom from harassment to build a brand. Making it mandatory only deepens the inequities we already have.
How to Do It Without a Fight
Here's the secret. The best ways to build your brand cost nothing and won't get you in trouble with your boss.
1. Be Findable
Own your beat. It's free. It's also exactly what your newsroom wants. Become the go-to person on a topic, both inside and outside the building.
Optimize your byline. Put a consistent bio with your beat and contact info on every story. Most systems support this. It’s a simple way to plant your flag.
Build a home base. You don't need a newsletter you have to feed. A free Substack, a clean LinkedIn profile, or a simple Carrd.co page works. Just create one place online that serves as a digital filing cabinet for your best work.
2. Be Strategic on Platforms
Pick one platform. You don't have to be everywhere. LinkedIn is the safest and most professional choice. It’s your public resume and a great tool for finding sources.
Share your work. Use social media 90% of the time to share your published stories and other relevant journalism. This proves your value to your newsroom.
Engage more than you broadcast. Answer questions. Add thoughtful replies. Your reputation grows when you are generous with your knowledge.
3. Work With Your Newsroom
Brand your beat, not yourself. Frame your work as "I cover education," not "I'm an education influencer." No one can argue with you for being great at your job.
Promote your colleagues. Share their stories. Celebrate newsroom wins. Make it obvious you're a team player.
No surprises. At lehighvalleynews.com, we built landing pages for our reporters on our main site. It boosted their profiles and our search traffic. It worked because we talked about it. Don't blindside your editor.
Read your contract. Know the rules on social media and outside work before you do anything.
What to Avoid
Don't monetize until you're ready to leave. A paid newsletter is a departure memo.
Don't scoop your newsroom. Your platform should support your job, not compete with it.
Don't complain about work in public. Fight your battles inside the building.
Don't brand yourself as a "journalist." Brand yourself by what you cover. "Expert on the county water authority" is more valuable.
The Newsroom Paradox
I looked for reporters who have built strong personal brands while employed. It’s a short list. People like Emily Atkin of HEATED or Ryan Broderick of Garbage Day built their expertise inside an institution, then left to monetize it.
Newsrooms operate from fear. What if they leave? What if they say something dumb? This scarcity mindset is exactly what pushes good people out the door.
At Lehigh Valley Public Media, we did the opposite. We launched a new broadcast by intentionally building brands around our reporters. We hired people like our health reporter, Brittany Sweeney, for her deep expertise. Then we put her face on our marketing.
We knew local news is about relationships. When viewers saw Brittany covering the same hospitals month after month, that trust extended to our entire station. In a local market, your reporters are your brand. A reporter who becomes the go-to voice on an issue isn't a flight risk. They are your greatest asset.
The Long Game
A good reputation develops slowly. You're not trying to go viral. You're trying to make sure that in three years, when someone needs an expert on your beat, your name is the first one that comes to mind.
My advice to my younger self would be simple. Start before you feel ready. Focus on being useful, not just visible. Build a reputation, not a following. It’s not about ego. It’s about ensuring your work has the impact it deserves.
Your Turn
What has worked for you? What traps have you fallen into? Tell me in the comments.
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