“All of the beats can sort of become individual brands across media.”
- The news media is an experience that journalists can share through media to gain followers.
- A problem with this method is brand control. There is a risk of overexposure and personal burn out.
Grzegorz Piechota, the Head of News at Gazeta Wyborcza discusses Personal Business in News Media during the "brainsnack" seminar at the INMA World Congress.
Speaker InfoGrzegorz Piechota is the news editor and head of social campaigns at Gazeta Wyborcza in Poland. He develops and runs multimedia editorial projects and campaigns. Piechota is the vice president of the International News Media Marketing Association in Europe. He is a juror at various industry competitions like IFRA XMA Awards, WAN World Young Reader Prize. He is also a blogger at Forum4Editors.com. Piechota studied at the University of Wroclaw.
To highlight this point, Grzegorz Piechota, head of news at Gazeta Wyborcza in Poland, told the story of a Polish journalist whose adventures and escapades can be followed by his fans.
His interest in hunting and wildlife preservation attracted like-minded individuals.
“He became sort of a celebrity,” Piechota said.
And he is not alone. Reporters of any beat can become mini celebrities and gather followings on Twitter and Facebook accounts, Piechota emphasised, managed by the media company.
“All of the beats can sort of become individual brands across media,” Piechota said.
The benefits are numerous: “You get higher engagement and higher usage,” Piechota said. But there is also a risk of working a journalist too hard.
“There is a risk of personal burnout, there is a risk of overexposure,” he continued.
Still, it’s an appealing offer for many journalists, as it gives them the chance to not only build up the particular media company but also their personal brand.