To a journalist, you’re a ‘source.’

That means that you bring insight, information and the human touch to a story. But to craft your message so that you bring the most value — to the story itself and for your own branding purposes — you need to understand what kind of source you are.

This video by Michele Weldon, an assistant professor at Northwestern University’s Medill School, breaks it down. You might bring the facts and figures that form the structure of the story. You might bring the ‘big picture’ point of view that provides context. You might bring a personal point of view or meaning that makes the story relevant to readers.  Be prepared to bring all three.