Branding Your Editor(s)

By Tim Hermes, CEO of Hermes Media + Research

How does your editor build your brand? A brand isn't a brand until you add a personality to the mix. Otherwise it's a simple physical representation of your product or service. "Face" editors who are willing - and able - to travel, speak publicly, visit news sources in person, go to trade shows, moderate panels and events, and even give keynote speeches, are worth their weight in gold.

A well known editor drives industry prestige, can make your publication seem "bigger" than it is, can impact digital ad sales and sponsorships, and have a huge impact on your publication. How do you get them started?

- Pictures are (truly) worth a thousand words. Get a good headshot and run it everywhere your editor's byline appears. Make it a good picture and not some self-shot taken at the beach during summer vacation (unless that's their style.)

- Encourage them to blog. That creates the opportunity to give opinion instead of fact. An editor with attitude is a big selling point.

- Send them to public speaking classes. The more publicly verbose, the better. Public speaking classes are inexpensive and often available locally.

- Send them to events. A desk-jockey editor will remain just that. Encourage them to do booth-visits, cocktail mixers, anything to make them more industry-present. (And order plenty of business cards!)

- Have your marketing team contact the industry shows and events that you cater to and pitch your editor as a moderator or speaker. This is critical!

Now get your editor out there to add a little personality to your brand! Good luck!