Following last week’s tempest over the word “branding” in journalism, Steve Buttry has written up something that would be hard for anyone to argue against: tips for how to develop a brand as a journalist (call it a reputation, if branding makes you uncomfortable). Key point for why the term “brand” should cease to bother anyone:
“The opposite of brand is generic. And no one looking for a job wants to be generic, unless your strategy is to land a low-paying job.”
Newsroom With A View 
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