7 Ways Journalists Can Succeed Outside of Traditional Media

It’s encouraging to see so many journalists segue successfully into careers as brand editors, chief content officers, and senior executives at companies and agencies. While many have made the transition look easy, for others it’s been a challenge.

I had a steep learning curve when I left Men’s Health to become CEO of a tech-forward health and wellness company. But by relying on the skills I developed as a journalist and media brand executive, I was able to help the team grow revenue and company value while creating a consistent, focused brand vision that still drives the company four years later.

For those in media who are interested in making the move, here are seven ways you can use your journalism experience to create success in your new job. 

+ Interview the Key Players – Instead of jumping right in, I took two weeks to interview board members, employees, and customers. I approached each meeting as I would a media interview, preparing questions, listening intently, asking for explanations, taking clear notes, and then making follow-up calls to fill gaps in my understanding. These one-on-ones helped me to create a kind of mosaic that gave me a solid understanding of the company as a whole, piece by piece.

+ Embrace Measurement – In the corporate world, if it can’t be measured, it can’t be managed, so you will be responsible for how your work performs. The good news is that you are used to being held accountable. Newsstand sales, subscriptions, uniques, page views, time on site, open and click-thru rates, views, and current trends toward “performance” marketing and attribution tracking have prepared you well for consistently measuring the impact of your content.

You still have to make sure you take risks and try new things -- and I will never stop trusting my gut – but do so with a growth mindset where you embrace results so you can continually learn from the data and refine your approach.

+ Dive Deeply into Research – Journalists are uniquely trained to dig into details and use them to craft a narrative. Before starting your job, research your company, industry, competitive set, and current trends. I was amazed by how few people at my new company truly understood the competitive landscape, where we fit into it, and what made our product unique. Our improved collective understanding over the initial six months led immediately to new insights, opportunities, and revenue growth.

+ Use Your Reporting Skills – I built the habit of doing some reporting before every call or meeting by reviewing relevant documents and data, looking through previous meeting notes, and talking with other participants. This reporting work allowed me to participate more fully, ask only relevant questions, and to set a standard for preparation that others could follow.

+ Never Miss a Deadline – As journalists, we are used to nailing deadlines, which is rarer than you might think outside of media. Doing mistake-free work on time not only satisfies your co-workers and bosses, but also allows you to get on with what’s next without delay. Nothing slows you down more than unfinished business. In the corporate world, there’s always another rock that needs to be rolled up the hill.

+ Revise, Revise, Revise – We journalists are used to doing a ton of work on a project, then editing again and again as needed. As one boss used to tell me, “Planning is everything, but the plan is nothing.” The emotional flexibility you’ve built and the ability not to take it personally when someone moves your cheese, will serve you well. Being able to adjust on the fly is crucial when working in heavily matrixed organizations with a lot of stakeholders.

+ Tell Your Story – A large part of success within an organization is telling your story as a part of the larger narrative. Being able to share your successful work within the context of the company is crucial to having your bosses understand – and reward – your value. Every time you interact with the team, think about it as another page in your unfolding story and use it to build renewable success.

Bill Stump is President and Chief Creative Officer of Well Made Creative. He has deep experience leading, launching and growing healthy lifestyle brands in the U.S. and abroad. He’s held senior editorial positions at Men’s Health, Women’s Health, and Prevention, and was CEO of Egoscue Inc. Sign up for Well Made's weekly newsletter at www.wellmadecreative.com. Bill can be reached at bstump@wellmadecreative.com.