Turning the worst job into the best opportunity

JournalistWhat’s the worst job in America? Lumberjacking? Enlisting in the military? Roughnecking on an oil rig? Going postal while delivering the mail?

Based on five key factors – physical demands, work environment, income (or lack of it), stress, and hiring outlook – for 200 types of jobs, CareerCast.com ranked newspaper reporter as the worst career choice for 2013.

And, a new study from the Pew Research Center  shows that 2,600 full-time journalists lost their jobs in 2012. That’s more than seven every day. The only thing worse? Photographers for newspapers, where there are 43 percent fewer jobs then there were in 2000, and entire news photography departments are routinely fired.

What does this mean for brands jockeying for attention across all forms of media? Opportunity.

Fill the void. Overworked and underpaid journalists are stretched to the limit. Figure out what stories are most relevant to their audience, what they need but can’t easily get, and what images will make the narrative click, and you may find your brand’s story on the front page – and screens everywhere. Great content, and great images, will always sell. Uncover them for reporters.

Find, follow, friend. 78 percent of journalists use Twitter as a primary tool for story ideas and sources. 76 percent monitor social channels for their own stories. Engage journalists where they are, on social media. Provide high-quality, relevant content and you may find a friend for life for your brand.

The Paid-Owned-Earned Trifecta. Make sure your paid, owned and earned media strategies complement each other. Do your ads point to your social media sites for more engagement? Do you tweet and post links to media coverage to demonstrate how independent experts value your brand? In an often fragmented world, make sure that all of your brand channels support each other.