Efforts to Build Individual Brands, Express Opinion Create Tension Between Reporters and Management

Ben Smith at The New York Times reports, “David Carr, the legendary Timesman who made this column a destination, told me back in 2012 that he kept a ‘helicopter on the roof’ of The New York Times Building in case he needed to escape. After all, he had been taking shots at media moguls, including, occasionally, his own bosses. That helicopter, he said, was his Twitter account, and it gave him the power, if needed, to flee The Times and take his followers — more than 300,000 when he died in 2015.”

“Twitter has occupied an uncomfortable place between journalists and their bosses for more than a decade. It offers journalists both a newswire and a direct line back into the news cycle. But it has also set off a tug of war between the voice of the brand and of the individual.” …

“The other, and perhaps more ominous, tension for the big newsrooms is the one that Mr. Carr spotted in 2012. Social media has shifted the balance of power in the same direction it has long been moving in everything from entertainment to sports: away from management and big brands, and toward the people who used to be called reporters, but now sometimes get referred to as ‘talent.’ Reporters have every incentive to build big social media followings. It’s a path to television contracts, book deals, job offers and raises. And that can be in tension with what their employers want.”

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s