The dominant role of social media in connecting journalists with audiences means that newsrooms expect journalists to use platforms such as X, Facebook or TikTok to make contacts and source stories, while developing their own personal brands.

By employing journalists that have a personal following, publishers reach a wider audience, as reporters promote their work on their own accounts.

Of course, it is a win-win situation, as reporters also benefit from developing their professional presence online, helping build the reputation they desire in the industry, and build up a portfolio of work.

Read more: 15 tips for cleaning up your LinkedIn profile

"The benefit to a journalist's career is notable," said Lizzie Jespersen, former digital content manager at GateHouse Newsroom and currently director at Pyramid Communications.

"A reporter's social media presence has become increasingly important to potential employers, because it allows them to understand that reporter's voice and gives them a sneak peek into how the reporter would engage with readers."

But as our professional and personal lives are increasingly merging on social media, how should journalists manage their online personas, and what can they do to improve their personal branding?

Shahab Anari, an experienced leader in the professional coaching industry, explained that journalists who know their "unique promise of value" – what differentiates them from other professionals – will find it easier to elevate themselves on social media, as they will know........

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