Journalists are nothing if not flexible. They face the daily challenges of not knowing what stories lie ahead, what events they will have to report on, or even what the stories’ subjects will be about. The industry attracts a certain type of person.
Many reporters can adapt to jobs in connected industries such as marketing, PR and community management. Many choose to do this for the pay increase or the scaled-back opportunities in journalism that I discussed in another post.
Mitch Joel recently suggested brand journalism as a potential option for journalists looking for a new job.
My concern with brand journalism, however, is this: What happens if you are not “on message”? Brand journalism and negative reactions to the messaging only heighten any “Us vs. Them” barrier. They also lead to a rapid turnover of brand journalists.