Student Journalists Must Create a Personal Brand Name

This isn't an entirely new concept but Alfred Hermida, an assistant professor at the Graduate School of Journalism, the University of British Columbia makes a compelling case for student journalists to create their own personal brand.

He notes "personal branding is becoming increasingly central to the prospects of a young person starting out on a life of reporting." He points out the shift away from big journalism institutions, such as major newspapers and new organizations, toward individual writers and voices.

Check out his essay at http://www.pbs.org/mediashift/2009/08/journalism-students-need-to-develop-their-personal-brand231.html.