In my latest post for PBS Mediashift, I look at how the evolution towards digital media and the emergence of the knowledge economy means that student journalists need to develop their own personal brand.

The shift toward the individual and away from journalistic institutions was identified as one of the major trends in journalism by the Project for Excellence in Journalism’s State of the Media Report for 2009.

In the column, I argue that:

In the journalism of today, the personal brand is becoming increasingly central to the prospects of a young person starting out on a life of reporting. So it is important for students at journalism school, and those starting in the fall, to develop the professional brand that will set them apart come graduation.

Read the full article at PBS Mediashift.