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Writer's pictureRick Dunham

Grace Shao's 6 key tips to launch a successful media career

Grace Shao is a graduate of the GBJ Global Business Journalism program at Tsinghua University in Beijing.
Grace Shao: "Get your hands dirty and really learn the craft. Learn how to research and write." (GBJ photo by Bakhawar Tauseef)

By BAKHTAWAR TAUSEEF

Global Business Journalism reporter

 

A decade ago, Grace Shao was sitting in the Global Business Journalism classroom at Tsinghua University listening to a distinguished GBJ alumnus named Eric Fish explain how he had succeeded in the world of journalism. Shao, then a student from Canada, listened as the acclaimed author and policy analyst described his career path, imagining what it might be like covering breaking news or interviewing famous people.


This week, it was Shao's turn in the spotlight. In a Sept. 26 lecture to Global Business Journalism students, the former CNBC reporter and current communications consultant described her diverse career experiences that have included stops in Beijing, Shanghai, New York, Singapore and Hong Kong.


During the lecture, she offered a series of tips for aspiring journalists learned through her own experiences. Here are six of her key tips:


1. Build a personal brand


It's never too early to create your own professional identity. Shao highlighted the importance of using your multimedia skills to craft a personal brand. Take advantage of media platforms like Substack, Twitter, YouTube, BiliBili, and personal blogs to build an image as an expert with a ready-made community. 


"You can bring it to your future editor," said Shao, who covered technology, finance, and economics issues for CGTN and Fortune earlier in her career. "One of my good friends at Columbia [University] is a USA TODAY live reporter and she got the job because she had a huge following already."


Shao said aspiring journalists could use their presence on social media and "We Media" to show the world their talents, both technological and analytical.


"If I were you, I would start writing on Substack. [Or] run your blog. This is the beauty of this time and age," said Shao. "Build a personal brand. It's no longer just a résumé. When people judge you, it's the whole package."

 

2. Develop strong storytelling skills


Storytelling is key. It's not just about presenting facts but creating diverse stories that engage audiences on different media platforms. It’s all about creating meaningful connections with your audiences.


"You have to be a strong storyteller," said Shao. "It's only the format of how it goes out and the audience that might be different."


  1. Stand out among your peers


There are a lot of smart young journalists in today's world. You need to out-work them and out-think them, Shao advises.


"What your boss wants is something that other people can't get," she said. "Something special. Can you break news? Can you produce stories with speed, insights and expertise?"



4. Respect the rules of journalism


Even if you can tell a good story, you won't get far if nobody trusts you.


To get ahead, you must earn the trust of colleagues and sources. To do that, you have to learn journalism ethics and the unwritten rules of dealing with sources of information. Shao stressed the need to master four rules of dealing with sources: on-the-record information (free to publish), off-the-record information (not for publication), "background" material  (not for attribution to your source), and "Chatham House" rules (completely confidential).     

  

"Respect the rules to uphold your professional business and ethics,” shared Shao, a former corporate communications executive at Alibaba. “This is critical both for PR and journalism."


5. Understand the media landscape


Today's media world is diverse and disjointed, with various media types including state media, corporate media, social media behemoths, traditional media, and independent media, Shao said. It's also vital to understand the changing dynamics of the media landscape caused by technology: the "We Media" revolution that has spawned thousands of media entrepreneurs and dangerous disinformation, the upending of business models in capitalist countries and the audience challenges faced by state media in nations with controlled media environments.


Be up to date with changes such as artificial intelligence, Shao advised. Be adaptable. But begin by understanding the media ecosystem.


"It's important to understand when joining PR or journalism: How do you fit into these boxes?" she said.


6. Be on the lookout for career opportunities


Networking is important for career development. Keep in communication with your mentors, peers, and advisors, she said. Spend time while in graduate school looking for opportunities to get published and career development. She recommended being active on social media and creating a presence on Substack or other "We Media" platforms to build personal brand recognition.


"Get your hands dirty and really learn the craft. Learn how to research and write," she advised.


Shao also mentioned that organizations like the International Center for Journalists and think tanks can offer career opportunities, while media outlets in China, Asia and beyond can offer internships or freelance opportunities that could yield growth as a journalist. Shao mentioned her own internship at CGTN, which she parlayed into a full-time job after graduation covering economics and trade issues in Shanghai.


And she reminded her audience that she got her first professional story published with the help of GBJ alumnus Eric Fish, whose speech she attended as a student.


"I stayed in touch with him," she said. "He taught me how to pitch editors because I didn't know how."


The rest is history. 


 

Watch Grace Shao report for CNBC


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