Today, news media is an experience.

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.