From a commercial perspective, “branding” has consistently bestowed its greatest rewards on those capable of projecting a kind of elusive authority that turns consumers’ fears, insecurities, aspirations, unarticulated dreams, etc. into healthy profit margins. But a sense of humanity is also a kind of authority. And maybe the best policy for our beaten-down population of journalists just naturally involves letting down the old guard of objectivity and letting go of illusions of unimpeachability. Rather than train journalists to dismiss their own experiences, what if we trained them to use those experiences to help them explain the news to their audience? Allow their humanity to shape their journalism? This isn’t some radically profound notion—it only seems that way in the context of the ridiculous zero-sum debate over the relative merits of “straight” news versus the self-absorbed nature of blogs. Maybe there is a way to combine the best of both.

Maureen Tkacik, Look at Me!

Personal branding

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