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2013 - Association for Education in Journalism and Mass Communication Pages: unavailable || Words: 6366 words || 
1. Schultz, Brad. and Sheffer, Mary Lou. "Brand New Game: An Exploratory Study of How Sports Reporters are Using Social Media to Create a Personal Brand" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Renaissance Hotel, Washington DC, Aug 08, 2013 Online <PDF>. 2019-09-19 <>
Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: A theory of branding was applied to see if conditions exist for sports reporters to brand themselves separate from their media outlets. A questionnaire was sent to sports reporters (and non-sports reporters) to measure their attitudes related to branding. Results indicated that sports reporters place a high value on branding. Relevant findings include an emphasis on uniqueness to create a personal brand, and the need for media outlets to become more proactive with social media.

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