Wednesday, August 6, 2014

ATTENTION YOUNG JOURNALISTS - BE YOUR OWN BRAND

Journalism has obviously been a cyclical profession and is reflected in journalism school enrollments (1), especially since I started my career in the mid-1970's. When I left the University of Missouri-Columbia J-school in 1979, jobs and good pay were plentiful, especially in local TV news where I worked as a reporter/photographer in Missouri, Kansas, Texas and Florida.

One thing I've learned since then - you will be penalized by journalism employers for growing older and being more expert at what you do, especially in TV news. I also learned that with such a nomadic and volatile employment environment, it's best to have additional non-journalism skills that can serve as a back-up "day job". That's why I morphed in the mid-1980's into corporate TV production, public relations, movie and network TV production. Now, I am on a path to teach middle and high school history and am attending college again.

Today, compared to the 1970's and 1980's, young people with a journalism degree have so many more opportunities to do what they love because of the dramatically increased numbers of ways they can reach a news audience - print, "radio", magazine, TV - as a result of the Internet and wireless device revolution. The medium is no longer the message (sorry Marshall McLuhan), the CONTENT is now finally the message.

You Tube, podcasts, blogs, Internet radio channels and networks (iTunes, IHeartRadio, etc.) and other ways of connecting with an audience proliferate now. Back when I started as a journalist, there were local TV, radio and newspapers to work for and to gain experience with, and of course the big national newspapers and network television news programs were there for a select few achievers to join. No CNN or Fox News, no Yahoo News. The opportunities were limited.

Porter Versfelt III in the Florida Everglades working for 

WCKT-TV (NBC) in 1981. The station news helicopter is on the left.

I and my young colleagues back then would have killed to have so many ways to distribute our work. Today I believe, if you are a good journalist and writer, and perhaps also have a good on-camera presence (video), you are in control and do not have to be dependent on working for a news organization. I urge you to freelance, BE your own brand. There are no limits to your future. You are now in the age of Free-agent Journalism.

(1) Anderson, Monica, Pew Research Center: "The Job Market Tightens, But New Journalism Grads Remain Upbeat" (06 August 2014) Source: Journalism Enrollment Study

Copyright 2014, Porter Versfelt III