Those of us who hire journalists are fortunate, because reporters are generally not in the profession for the big paychecks. It is also a tough job, so it tends to weed out the lazy. Generally you are working with passionate people who feel a sense of mission about what they are doing, whether it’s writing about semiconductors or the Iraq War - or PR, for that matter.
But in the last five years or so a new imperative has informed the journalists’ career. That is the need to build your personal brand. The branded reporter transcends his or her outlet - however well positioned by it they are. The branded reporter speaks, writes books, and waxes on in the land of punditry.
At times, this brand building can work in direct conflict with the media outlet you ostensibly represent. Remember Bob Woodward failing to tell his employer The Washington Post, that he was told about outed CIA operative Valerie Plame by a senior Bush administration official? That was a case of brand conflict - the Woodward Brand taking precedent.
Media outlets have to help their stars develop their brands while harnessing their firepower - a tricky task for companies without deep pockets, or that are lower down on the prestige food chain. Often a small outlet will help foster a brand journalist, only to lose them to a bigger competitor. Such is life.